NYSERDA/New York State

A greener way to heat & cool.

An OOH collaboration to spur the adoption of clean heating and cooling technology.
Unlike oil or propane furnaces, heat pumps don’t require you to burn fossil fuels, making them a greener way to heat and cool your home. One major problem: not enough people know that.

To increase consumer awareness of cold-climate heat pumps, we took over one of the largest pieces of OOH real estate Brooklyn has to offer—the corner of Flatbush and 5th Ave. Directly across from the Barclays Center. We chose this placement because of its location between Brooklyn brownstones to the south (who can install heat pumps) and key retail areas like Whole Foods to the north maximizing the reach and frequency of the placement.The building offered street-level window messages for foot traffic and a large hand-painted billboard for those on the other side of the street.

Filling the giant canvas with a creative idea that was interesting and beautiful to look at, simple to digest, and compelling enough to get New Yorkers to look away from their screens was the biggest challenge of all. Fortunately for us, New Yorkers don’t exactly get to see large clusters of vegetation every day.