This year, at the advertising festival in Cannes, this was the Grand Prix winner in the Outdoor print advertising section.
This is Nedbank - South Africa, serviced with this excellent idea by BBDO in Johannesburg.
This is the world's first solar powered billboard, from a bank commited to making a real difference. It is designed to convert the heat of the African sun into much needed electricity.
It currently powers the kitchens of a township rpimary school, feeding 1100 kids and in time will completely generate the school's required power needs. The idea is currently being rolled out across the country.
Apart of the obvious benefit to communities, traditional electricity use is one of the major causes of global warming.
From a communication strategy point of view, this bank is not just sending out a 'brand promise' into the world, it is realy proving and demonstrating its proposition.
It is not a campaign, it is a permanent installation.