UK: Walter Thompson London created a billboard that switched itself off in an activation for KIT KAT aiming to persuade the public to have a break from Electricity. On Saturday March 24, at 8.30pm, millions of people around the world joined together to switch off their electricity for 60 minutes.
To drive awareness of the cause, a digital billboard was customised, which comprised of a simple circuit with a KIT KAT finger as the switch. When the clock hit 8.30pm and the world turned off their lights, the KIT KAT finger in the special build unit snapped, breaking the circuit and turning off the electricity of the poster.
It was timed perfectly to turn off at the same time as the lights on Tower Bridge, giving the illusion that it switched off the bridge’s power in order to reinforce the significance of the message.
Via Ads of the World