Fluorescent
Banco Espírito Santo (BES)
Issue 8 | September 2008
Agency
Proximity Portugal
Creative Team
Nuno Duarte - Creative Director;Marco Barrento - Creative Supervisor;Carlos Silva – Copywriter; Helena Matos - Art Director
Production Team
Orlando Baptista - Production Manager
Other Credits
Inês Melo - Account Director;João Silva - Account Executive
Date
May 2008
Background
Owners of solar-powered houses in Portugal are able to sell the power that they generate to the public network. This means that the equipment, despite its relatively high acquisition price, can pay for itself in the longer term due to the profits obtained through selling the power. Banco Espirito Santo (BES) provides a financing facility for this procedure. The agency’s mission was to communicate this business opportunity to relevant homeowners.
Idea
Portugal is a country with enormous solar exposure. Using the energy the sun has to offer is as intelligent as it is obvious. Proximity Portugal created a mailing to prove that if the sun can power a house it could also perfectly power a letter. Relevant homeowners were sent a seemingly blank letter which, after being ‘charged’ by the suns rays, had fluorescent ink that could be read in full in the dark.
Our Thoughts
In Issue 6 of Directory, Steve Harrison argued that every response to a creative brief should be trying to solve a problem. Getting people to understand what solar power can mean to them, personally, must be a problem pretty much everywhere. In Portugal they’ve put the sun to use to bring the letter in your hands to life. Ergo, think what more sunlight can do for you.