DARK MODE ADS

Creative idea

“Dark Mode Ads” turns a technical discovery into a sustainability solution for digital advertising. The insight is that specific combinations of darker colors activate fewer LED lights, making DOOH screens consume up to 74% less energy (independently certified data). Plenitude created an innovative tool to turn ads into its energy-efficient dark mode versions. The tool is open and free, making energy reduction scalable. It can be applied to any campaign without changing media planning or production. Going beyond a single execution, it sets a new standard for a more energy-conscious outdoor advertising.

Brand name: Eni Plenitude
Advertiser / client: Eni Plenitude
Product / service: Service
Campaign name: DARK MODE ADS
Agency network: LePub
Agency: LePub Milan
Media agency: CARAT Italia: Client Director: Gabriele Cara, International Lead: Gianmario Abbà, Senior Client, Consultant: Emma Triscornia, OOH Specialist: Alessandra Barazzetti
Agency chief executive officer: Bruno Bertelli
Chief creative officer: CHIEF CREATIVE OFFICER GLOBAL: Cristiana Boccassini, Mihnea Gheorghiu CHIEF CREATIVE OFFICER MILAN: Luca Boncompagni, Cinzia Crociani
Creative director: Azim Abasbek, Matteo Gemelli
Art director: Martina Desantis
Copywriter: Francesco Codemo
Account director (agency): Group Account, Director: Luigi Palma, Account Supervisor: Federica Cavalli
Client account director: ENI PLENITUDE: Head of Branding and Communication: Paolo Contenti,, Head of B2C & Retail Communications: Francesca Persio. Head of Brand Design: Luca Dusio, Head of Corporate, Content: Alessandra Bacci, Head of Corporate, Communication: Fabio Cesaro, Brand Engagement and Digital PR Manager: Veronica Guin, Branding expert & communication: Federica Carpanzano, Brand communication expert: Silvia Grillo, Content, Branding and Communication: Raffaele My, Digital Development & Transformation: Giulia Parenti, Corporate Communication Expert: Marco Pastorini
Managing director: David Pagnoni
Strategic planner / strategist: Head of Strategy: Ricardo Coen, Comms Strategist: Barbara Gileno Strategist: Davide Brock, Junior Strategist: Petra Rampazzo, Junior Data Strategist: Carolina Allocca, Junior Digital Ethnographer: Michelle Bonciani
Pr director: Global Head of PR & Communication:Isabella Cecconi, Senior PR Manager: Luca Orioli
Music: Music: Audio Network Music Consultant: Massimo Giordani
Agency producer: LEPUB: Chief Production Officer: Francesca Zazzera, Head of Production: Anna Sica, Producer: Francesca Castello, Junior Producer:, Arianna Pellegrini, Editor: Enrico Munarini, Editor: Ali Abdulcadir, Editor: Alessandro Maffioletti, Editor: Luca Fornaciari, Editor: Nicola Mucelli, Motion Designer: Dario Lipani, Motion: Fabio Bertini, Motion: Simon Gottlieb , Motion: Matteo Cassetta, Colorist: Claudio Beltrami - PRODIGIOUS ITALY: Head Of TV: Alessio Zazzera, Senior Producer: Nicolò Dragoni, Junior Producer: Giovanna Distefano, Director: Tommaso Bianchi, DOP: Fabio Casati
Post production: Head of Post-production: Alfredo Beretta Compositor: Alessandro Sanna Compositor: Fabrizio Volpi Compositor: Mattia Palomba
Digital creative: Global Head of Creative Technology: Mauro Mazzei Client & Operations Manager: Stefano Girardi