Contemplative 2.0
M&C Saatchi Stockholm tackles the problem of ugly Christmas lights.
A phenomenon of our time: we are seeing more and more Christmas light extinguishers. Cold LED light of the first generation - as festive as the neon tube lighting concept of a cold store. Even worse: nervously flashing light installations that change colors to make matters worse. Inappropriate colors, of course.
The pinnacle of Christmas tackiness are these laser spotlights that cover entire houses with thousands of poisonous green dots. There really is a lot that can be adopted from America - but caution is advised when it comes to the holiday culture.
Seen in this light, the campaign "The Solar Christmas Experience" by M&C Saatchi Stockholm is harmless - because at least it is not meant seriously. For the electricity service provider E-On Sweden, it communicates that it is best to go solar. Because then you can waste electricity with a clear conscience. Even for pre-Christmas light pollution. (hae)
