The largest consumer electronics retailer in the Nordics, Finnish Gigantti (part of Elkjøp), decreases the brightness of all its advertising in order to save energy. Dimming the brightness by 20 percent, reduces the energy consumption caused by its ads by up to 14 percent*.
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.
Thus, Gigantti has decreased the brightness of all its advertising by 20 percent, starting on the 26th of September. This in turn reduces the energy consumption of each screen displaying their ads, including all television- and video advertising, banners, Digital Out of Home, and Social Media marketing.
Through this act, Gigantti also encourages other brands to follow suit. As winter approaches, the issue of energy sufficiency is quickly becoming a topic of concern in Finland and elsewhere.
Encouraging the business and marketers to follow suit
– Energy conservation is a shared goal, and we want to encourage others to join the effort. The more players participate, the bigger our combined impact will be, says Head of Brand & Digital Sami Särkelä, Gigantti.
Gigantti is represented by advertising agency SEK in Finland.
– This act combines a current societal challenge with advertising. The idea is rather simple, but creatively effective. By slightly adjusting the way we behave we can help save energy. This is exactly the kind of actions we want to implement with our clients, says creative team Samuel Räikkönen and Niclas Runeberg.
– The Brightless Filter proves that energy efficient solutions can be found all around us. We all need to take many small actions in order for the combined effect to be significant. We hope that the filter will inspire thought and discussion on the important topic of energy saving. It also shows that we can participate in this effort in many ways, says Särkelä.
Gigantti also offers consumers a chance to participate in the act on Facebook and Instagram, by providing a photo filter, “The Brightless Filter”, which decreases the brightness of their images and saves energy. The filter is also provided for free to any company who wishes to use it on their own content. At their stores, Gigantti helps customers make more energy efficient choices and assists them in how to best use their devices and appliances.
Other energy saving actions taken by Gigantti include switching to more efficient LED-illumination, and adjusting the energy consumption of tv- and information screens, as well as refrigerators in its stores. Gigantti is also reducing the indoor temperature by 1-1.5 degrees in its stores during the month of October.