To brighten up your winter blues, let us have a look back at a campaign that will surely put a smile on your face. In May this year the French supermarket Monoprix, working with Rosapark and JCDecaux Innovate France, created a campaign to lift people’s mood during their daily routines. They created the first rainbow-generating billboard in Paris using natural light and recycled water. The “Bye Bye Gloominess” campaign brought three days of colour and optimism to the streets of Paris.
To generate the rainbow, JCDecaux installed a 8m2 billboard in La Vilette with a water sprinkler that was activated five times every morning between 7h30 and 9h30. As the sun shone on the water, the rainbow magically appeared.
The event generated plenty of social buzz; within two weeks, the YouTube video has been viewed almost 300,000 times and counting. It took five months of research and development to create this marvellous billboard that brought so much delight to passers-by. This sparkling and magical initiative was a strong reinforcement of Monoprix’s upbeat branding.
