A power-filled message

I noticed this recently sloooooowly driving away from downtown Toronto along that city’s billboard row – a big digital billboard with a simple set of numbers on the screen.

The Media in Canada newsletter today reminded me about it, and provided a little detail on what is a simple but compelling use of BIG digital signage. Ontario Power Generation, which is responsible for keeping the lights on in that province, bought time on the board to hammer home the point that we’re power-sucking piglets.

The sign simply gives a read out of how many megawatts the province is generating to run our factories and charge our cellphones. There is a certain irony in that the board itself probably sucks a lot of juice, but never mind.

Schemed up by a clever ad agency, the board’s tally is updated automatically every 10 minutes.

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