A light bulb moment for Y&R Cape Town

Clever comparisons in the print campaign, such as Edison/Einstein, between the two types of light bulbs, clearly illustrating that Eurolux is the intelligent choice, with the tag line 'Uses 80% less electricity. Lasts 6 times longer' boldly branded at the bottom of the page.

The TV campaign reveals these benefits by making consumers consider how much they waste every day. One ad features an old granny throwing away most of a perfectly good chicken roast to the dismay of her guests, and the other ad shows a man feeding his miniscule dog a massive heap of dog pellets. These images are followed by a clever line reading, 'imagine wasting 80% of everything you use'. The point comes across - why should you waste 80% of your electricity, when you can save 80% with Eurolux.

The billboard is clear and simple, yet eye-catching, tying in with the other campaign elements. It features an eye-catching cutout of the Eurolux globe along with the tag line, "Uses 80% less electricity" displayed boldly alongside.