2009 Winners & Shortlists

The Brief

With its unprecedented growth, the UAE has the highest energy consumption levels in the world. At the risk of making an irreversible negative impact on the environment, it was time for someone to take action.

Creative Execution

We made sure that Illume’s packaging was made from recycled paper and recyclable plastics. We even took the time to test which packaging dimensions allowed for more efficient shipment. In these ways, we showed Ecobility’s sincere commitment to saving the environment.

Describe the creative solution to the brief/objective.

Ecobility needed to lead by example in every way if they were to fulfil their goal of having at least one Illume bulb in use in 1,000,000 houses in the UAE by 2009. From its energy saving function through to the materials we used in packaging it, we carefully planned each step in the creation of Illume to reduce the size of our carbon footprint.

Results

Since its launch in November 16, 2008, more than 120,000 Illume bulbs have been sold. The latest to make the switch is the Starwood Hotels, saving them up to 1,000,000 KWH in electricity.