Multidisciplinary Art Director | Marketing - based in Seoul and NY with
global expertise in digital advertising, visual strategy, and creative production.
Role: Art Direction
Instructor: Yeonsang Yoon
🏆 Clio Health 2025
Creative Use of Media- Gold
🏆 Clio Health 2025
Print&Out of Home- Bronze
attractive option for both advertisers and consumers. However, this surge in digital
screens has led to a growing problem—these billboards are bright all the time, consuming
massive amounts of energy. A single digital billboard uses as much electricity as
15 households per day, amounting to an average of 20,440 kWh annually.
This excessive power usage not only increases carbon emissions but also contributes to
unnecessary light pollution, impacting wildlife and disrupting human circadian rhythms.
The devices we use daily, such as smartphones and laptops, already have a built-in solution
to energy waste—Ambient Light Sensors (ALS). These sensors automatically adjust
screen brightness based on surrounding light, reducing power consumption by 20-30%.
If digital billboards could adopt the same approach, it could lead to significant energy
savings while ensuring that advertisements remain visible in all lighting conditions.
Introducing Adaptive Billboard—a revolutionary concept by JCDecaux that utilizes
ALS technology to automatically adjust the brightness of digital billboards based
on real-time environmental conditions.
Technology Integration: Adaptive Billboards are equipped with ALS technology that detects
ambient lighting conditions and dynamically adjusts the brightness. This simple yet effective
solution can help save up to 9,000 kWh of electricity per billboard annually.
Real-world Application: The brightness adapts in various scenarios: In Times Square,
where numerous screens create an already bright environment, the billboard dims to
minimize energy waste. In rural areas with little artificial lighting, it lowers brightness
to reduce light pollution. Under direct sunlight, the screen enhances brightness for visibility.
During heavy rain or fog, it adjusts to ensure clarity without unnecessary glare.
Impact & Awareness: To raise awareness, JCDecaux will launch a campaign showcasing
how Adaptive Billboards work in different environments, highlighting real-time energy
savings on-screen. Advertisers partnering with Adaptive Billboards can display
a "Sustainably Powered" badge, reinforcing their commitment to eco-conscious
advertising. With Adaptive Billboard, JCDecaux is leading the way in sustainable
outdoor advertising—ensuring the future of digital billboards is not just brighter, but smarter.