Doughnut be sad: Krispy Kreme interactive billboard helps Brits facing lack of sunlight in January

Krispy Kreme is launching SADvert, a light emitting billboard designed to help boost the moods of Brits this month.

Created by PR & social agency Good Relations with support from VCCP Media, Open Outdoor and Clear Channel UK, it has been developed in response to research from Krispy Kreme which reveals that one in five Brits admit to getting no more than 15 minutes of sunshine each day during the month of January. 

The 3D billboard, which has been constructed in Salford, features giant decorative doughnuts with SAD lamps inside from the brand’s new 195 calorie range and has been created to launch Krispy Kreme’s creative platform, Joy Unboxed.

It dispenses light therapy to passers by at the touch of a button.

Emma Colquhoun, Chief Marketing Officer UK & Ireland at Krispy Kreme, says: “Opening a box of doughnuts is one way to bring joy into people’s lives - so we wanted to make that literal.”

“We've just had Blue Monday, often referred to as the most depressing day of the year, making this week arguably one of the toughest.:

“This is the only doughnut box in the world to deliver light therapy that can help banish Seasonal Affective Disorder (SAD).”

“We thought there was no better way to unbox joy and light-en the nation’s mood as we celebrate the launch of our irresistible new doughnuts at just 195 calories each.”

Lawrence Collis, Managing Director, Consumer at Good Relations, comments: “We’re on a mission to help Krispy Kreme fulfil their ambition to enhance lives through joy.”

“With SADvert we’re delighted to have created something truly unique that brings joy and light into people’s lives during one of the darkest months.”

Tara Marus, Joint CEO at VCCP Media, adds: “We have loved working with the team at Good Relations to support them and their brilliant client Krispy Kreme to create a fantastically creative outdoor ‘first’ in the form of this brilliant special build SADvert.”

“High impact interactive out of home at its best, made possible by the brilliant team at Clear Channel.”