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Ariel Lights

Here is a great idea that was sent to me this morning. The lights had been changed from a yellowish tone to a bright white to promote Ariel (a leading laundry detergent) Of course this effect would only make sense if it’s dark outside. If you know anymore details on this one please comment.

Anna Goodson Management

Get your ad here for 30 days, for a ridiculous price.

13 responded to this post

anonimous said on February 26th, 2007

Looks a little Photoshopped…Did you see the yellow bright around the white?

VonK said on February 26th, 2007

I like the idea, but it seems un-developed. The sign in the photo is tiny and if you didn’t crane your neck to see the lights, you’d just think there was an Ariel sign randomly stuck on some pole. The relationship between the brand and the light needs to be more immediate.

I’d also look for ways to make the branded sign pertinent during the day.

Yulia said on February 26th, 2007

interesting… but a bit too removed from Ariel for me.. if it had to do with energy and lights I’d be sold. It’s too cerebral and only caters to the advertising crowd. The average Ariel consumer wouldn’t get this. Especially if you’re driving on the road, you’d just wizz by it.

whatthe said on February 26th, 2007

bad photoshop, even worse concept

blah said on February 26th, 2007

i dont think anyone doing 60+ would even notice it. its just a crap concept that has zero real world viability.

ivan from aotw said on February 26th, 2007

is the sign itself lit? if so it would not look like this. this is a mockup. good idea though.

Bob said on February 26th, 2007

Not a bad idea, I guess, but totally impractical. No city would allow a client or agency to change the color or luminosity of their street lights. They’re calibrated that way for safety reasons.

I know that sounds very “clienty” (I’m not one, thank God), but I just think ideas – even spec ideas – should be thought through a little better.

VonK said on February 26th, 2007

I think the only way this could work would be someplace like a mall parking lot…

theone said on February 26th, 2007

not bad…good try

Test said on February 27th, 2007

Nice!

coloribus said on February 28th, 2007

Year: 2004
Category: C02 Street Furniture
Title: MEDIAN
Advertiser: PROCTER & GAMBLE
Product or Service: ARIEL DETERGENT
Advertising Agency: SAATCHI & SAATCHI
Country: INDIA
Creative Director: Ryan S Menezes
Copywriter: Vinod Lal Heera Eshwer
Art Director: Dinesh Tharippa
Account Supervisor: Hinoti/Deepali
Photographer: Kumaran
Advertiser Supervisor: Karan Bajaj
Entrant Company: SAATCHI & SAATCHI

alice said on March 10th, 2007

ariel has been promoting this 30C wash thing and emphasizing how it can save a lot of energy, and use the extra energy to light up the rest of the city.