The world's first gas powered billboard (concept only)

 

South Africans are gearing up to face the most severe electricity shortages in the country’s history. Daily, scheduled blackouts are becoming a way of life and the results are having a major influence on the economy. Defy wanted to transform this dire situation into an opportunity by shining the spotlight on its latest range of gas stoves, taking advantage of the relatively small uptake of gas cooking technology currently.

 

Introducing the world’s first gas powered billboard. A billboard that automatically switches on when the lights go out in the busiest entertainment areas. The burners from a gas stove would be modified into alphabet letters, to form a headline that communicated an extremely relevant message: dinner is still on with Defy.