Non Conventional

Carrefour Energy Saving Week 'Save 80%'
Creative Direction / Art Direction (Ogilvy & Mather)

Playing off of the typical retail 'sale' environment, Carrefour placed promotion tags that appeared to be communicating huge savings on the purchase of compact fluorescent lamp (CFL) light bulbs.

On closer inspection, customers were informed that with these efficient bulbs, the savings would be in energy. These tags were used during the Carrefour's Energy Saving Week.

Translation: SAVE 80%. CFL bulbs use up to 80% less energy.

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