Bright idea?

HELSINKI, Today: The largest consumer electronics retailer in the Nordics, Finnish Gigantti (part of Elkjøp), is decreasing the brightness of all its advertising in order to save energy.

Dimming the brightness by 20% reduces the energy consumption caused by its ads by up to 14%.

Modern screens, such as televisions, phones, and computer displays, implement LED technology. Decreasing their brightness automatically lowers their energy consumption. This means that darker images translate to reduced energy requirements.

“But does the filter diminish an ad’s cut-through? M+AD checked out the online images – they looked much dimmer to us.”

Gigantti has decreased the brightness of all its advertising, including all television, and video advertising, banners, Digital Out of Home, and Social Media marketing.

But does the filter diminish the ad’s cut-through? M+AD checked out the online images – they looked much dimmer to us.

Gigantti is represented by advertising agency SEK in Finland.

• gigantti.fi
• sek.fi
• To obtain the filter, contact sami.sarkela@gigantti.fi