In Peru, electricity production increased by up to 186 %* in the last 20 years. Although the local demand for energy is covered almost in its entirety, and there are export and investment opportunities, the true focus must be to avoid the damage of environmental impact in each production process.

Lima is the Latin American city with the largest number of digital public billboards, this generates high demands of energy consumption. Heineken, being one of the main advertisers in the country, had a responsibility to do something about it to reduce its impact on the planet, contribute to reducing climate change and help this cause.

*http://www.osinergmin.gob.pe/seccion/centro_documental/Institucional/Estudios_Economicos/Libros/Osinergmin-Industria-Electricidad-Peru-25anios.pdf

Like a pointillist painting, a digital billboard is also made up of small dots... or pixels., 2,073,600 pixels more precisely. At the distance at which we see them, we would never notice that a third of those pixels are off. Approximately 691,200 pixels do not need to be illuminated, and do not consume energy.

We created a simple PNG, a pattern of black dots that is applied as a mesh in the videos for the digital billboards, which prevents the lighting of the pixel patterns with effects that are invisible to the eye. This PNG was adapted to all measures and applied to all video ads across our entire beer portfolio, and then delivered to all billboard providers.

In this way, only by blacking out pixels, we achieve energy savings of up to approximately 35%. Up to -25% for moderate light pieces and up to -22% for darker pieces.