Plenitude has launched “Dark Mode Ads”, an initiative that proposes a change of focus in outdoor digital advertising: optimizing energy consumption through creativity. Developed together with LePub, with the support of its technological collective LeGarage, the proposal consists of transforming advertising pieces into dark mode, achieving a reduction in consumption of up to 74% on LED screens compared to conventional displays. The activation has had its first major demonstration in the Plaza de Callao in Madrid, one of the most visible spaces of European DOOH.
Plenitude proposes the use of dark colors, which require less energy to reproduce
LED screens have become one of the main supports for urban communication, illuminating cities constantly and with a significant energy impact. Faced with this, Plenitude proposes introducing a simple adjustment, but with direct implications for efficiency: the use of dark colors, which require less energy for their reproduction. A study by the independent institute Certimac confirms that the color composition directly influences the energy consumption of these devices. Thus, instead of reducing advertising presence, the company proposes maintaining visibility but optimizing creative design.
The initiative is already being applied to the brand’s own assets, including window displays in Italy and DOOH spaces in Spain, Italy and France. In addition to Callao, the activation has been deployed simultaneously in locations such as Castel Sant’Angelo in Rome and La Défense in Paris, reinforcing its European dimension. Media planning has been carried out by Carat Italia, opting for high visibility locations to demonstrate that this approach does not compromise impact.
With the aim of scaling the model, LePub has developed an open digital platform that allows brands, agencies and media to automatically convert their creatives to dark mode, preserving their visual effectiveness. The objective is to promote a new standard in the industry, in which creativity plays an operational role in terms of energy efficiency.
The initiative is part of Plenitude’s strategy as a Benefit Corporation, aimed at raising awareness about energy consumption and promoting sustainable solutions. In this context, “Dark Mode Ads” works as a case applied to the advertising sector, moving the debate on efficiency to one of the most visible environments in urban space.
With a presence in more than 15 countries, more than 11 million customers in Europe and a network of 23,000 charging points for electric vehicles, the company seeks to integrate this logic into its global positioning. In Spain, where it has approximately 500,000 customers and 1.7 GW of installed capacity, the initiative reinforces its growth strategy linked to the energy transition.
