British Gas Energy efficiency.‘Lightbulb’ aims to place the web user in the role of ‘Human Dynamo’ to demonstrate the benefit of fitting energy-efficient bulbs.British Gas had put together a great offer where you could save up to 70% on the retail price of energy efficient light bulbs. The purpose of the advertising was to sell the idea of switching to these bulbs and was aimed at a diverse group of price-conscious consumers. The resulting creative was both informative, engaging and above all, successful at gaining customers!On a technical front, ‘Lightbulb’ uses a custom-written mouse tracker programmed in Java script as well as Flash.