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Solgar boosts serotonin with Blue Monday billboard

The campaign from Saatchi & Saatchi for the nutritional supplement brand takes inspiration from S.A.D lamps

Georgie Moreton

Assistant Editor, BITE


Be it a myth or a marketing ploy there’s no denying that Blue Monday falls on a day where the weather is cold and the daylight hours are short. To boost serotonin and battle ‘Blue Monday’, supplement brand Solgar has launched an out of home campaign. The ‘Golden Lights’ campaign draws its inspiration from S.A.D lamps and shines some light on one of the darkest days of the year.

The bright, light-led creative has been made by Saatchi & Saatchi and makes use of Ocean Outdoor’s OOH technology across London, Manchester and Birmingham. The campaign won funding at the Ocean Outdoor Digital Competition 2022 and uses the digital billboards to host creative emitting a lux level light, which can help boost serotonin.

In line with the brand’s wellness mission the glowing creative strives to remind commuters that shorter days can negatively impact both mood and the immune system so invites them to stand in front of the billboards ‘to help boost serotonin’. The creative is a reminder of the importance of vitamins and encourages audiences to think about their vitamin D levels, promoting Solgar’s new vegan vitamin D supplement.

“With more limited sunlight, winter is the time our natural vitamin intake may suffer, so what better way to lift spirits on the bluest day of the year than with sunlight-inspired creative? We want to give commuters a little light as darkness falls on the ‘bluest’ day of the year,”  explained Helen Davis, Senior Brand Manager, Nestlé Health Science. 

The campaign will run exclusively between 4-8pm on ‘Blue Monday’ and shows how clever use of tech in combination with culturally relevant timing can boost brand engagement.


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