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

Inspired by pointillism and the need to reduce the consumption of screen energy, PIXELESS is born. The idea consists in creating a mesh of dark pixels that goes over our videos, reducing the need of bright pixels by having some of them stay dark. By using this, we are saving approximately 35% of the energy in all our advertising across digital billboards, with an innovation that no one can notice on the screen, but they can notice it in the environment.