Rio de Janeiro Environmental Committee wanted to raise awareness and motivate people to save energy. With a low budget, they have created a surprising tv commercial to be broadcast during the cheapest hours. In the middle of the night (4am), instead of seeing a commercial, the screen is transformed into a ringing alarm clock with two different messages. For people who were sleeping in front of TV, "you should turn down the television to save energy and go to bed". For those who were still watching TV, it’s only an invitation to go to sleep
An original way of to express the idea at a cheapest price. But the question remains. Who has seen it in the middle of the night.