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| Evening view of Plaza del Callao with large digital advertising screens in dark mode |
MILAN - Plenitude is redefining the future of urban communication with the launch of "Dark Mode Ads", an innovative project designed to drastically reduce the carbon footprint of digital advertising. By converting LED screen visuals to dark mode across Italy, Spain, and France, the company achieves energy savings of up to 74% without compromising visibility. This initiative marks a significant step towards sustainable advertising, inviting the entire industry to adopt greener digital solutions for a more energy-conscious world.
Plenitude: Dark Mode Ads and the Future of Urban Communication
Dark Mode Ads: the future of urban communication according to Plenitude. “Dark Mode Ads” is Plenitude’s new communication project designed to reduce the energy consumed by digital advertisements in its stores in Italy and in its advertising campaigns in Spain and France. From Wednesday 15 April 2026, indeed, Plenitude will convert all creative content on LED screens to dark mode, achieving energy savings of up to 74% compared to the traditional projection of the same images (The energy saving related to the use of Dark Mode was calculated based on tests carried out by Certimac in March 2026 in accordance with the International Performance Measurement and Verification Protocol. The tests involved 15 images of various colours from Plenitude advertising campaigns, and the measurement of energy savings was based on a comparison of the energy consumed for the projection, on LED screens (SMD technology), of the same set of images before and after using Dark Mode Ads).
Reducing Energy Consumption in Digital Advertising
LED screens in shop windows and digital billboards illuminate cities day and night to capture the attention of passers-by. A strong visual impact, but one that requires energy. Plenitude has chosen to challenge this paradigm, demonstrating that dark mode allows screens to maintain high visibility while simultaneously reducing consumption. The change starts with the colours themselves. Darker tones consume less because each pixel requires less energy to reproduce them. This is confirmed by the study conducted by Certimac (eniplenitude.com), an independent research institute commissioned by Plenitude: chromatic shades directly influence the energy required by LED screens.
Digital Out of Home (DOOH) Innovation with LePub
As part of this initiative, created in collaboration with the creative agency LePub, Plenitude will convert the LED screens in its shop windows and its Digital Out of Home (DOOH) advertising spaces (Digital outdoor advertising using LED screens, totems, and large-format screens in high-traffic public areas – such as streets, stations, and shopping centres – to deliver dynamic, video, and interactive content that can be updated in real time) to dark mode, also inviting other brands, advertisers, and operators in the advertising sector to join the project. To this end, a technological platform developed by LePub is available to everyone, which automatically converts creative assets into dark mode while preserving their visual effectiveness.
From Madrid to Paris: A Sustainable Urban Vision
The first public demonstration took place in the brightly lit Plaza Callao in Madrid, one of the most iconic locations for European digital communication, and simultaneously in Rome in the Castel Sant’Angelo-Lungotevere Prati area and in Paris in the La Défense pedestrian area—iconic cities in countries where Plenitude also operates with its retail activities. With this initiative, Plenitude confirms its commitment, as a Benefit Corporation, to raising awareness against energy waste, offering a concrete example to the sector and helping to stimulate widespread and shared reflection on the importance of reducing consumption, even in the world of advertising.
Plenitude’s Global Renewable Energy Goals
Plenitude is present in over 15 countries worldwide with a business model that integrates the production of electricity from 5.8 GW of renewable sources, the sale of energy and energy solutions in Europe with over 11 million customers, and a network of 23,000 public charging points for electric vehicles. By 2030, the Company aims to reach 15 GW of renewable capacity globally and 15 million customers.
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