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BC Hydro promotes energy efficient holiday lights

BC Hydro has begun an awareness campaign in British Columbia to promote the use of energy efficient light as holiday decorations. The campaign seeks to inform consumers that light emitting diodes can consume 95% less electricity that incandescent light bulbs. The initiative, developed by DDB Canada, includes an installation in downtown Vancouver that consists of a single tree outside the Burrard SkyTrain station. By flipping a switch, passers-by can toggle the tree between 75 incandescent bulbs and 9,200 LED bulbs using the same amount of electricity. The promotion also includes a light bulb recycling component. For each string of incandescent lights turned in at Burrard Courtyard, BC Hydro will donate five dollars to the Food Bank. Promotional workers will attend the installation to provide information. The campaign also includes newspaper advertising, transit shelter ads and billboards. The billboard creative also consists of lighting displays comparing incandescent bulbs to LEDs. Media buying was handled by OMD Vancouver. The promotion will run from Dec. 4 to Dec. 8. "The interactive light installation makes energy tangible and allows people to experience firsthand the energy efficiency of LED lights in comparison to incandescent lights," said Dean Lee, creative director at DDB Vancouver. "People will be amazed when they witness the comparison."

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