Illuminated Reindeer Draws Energy from Enslaved Pedalers

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billboard_pedaling.jpg

In what’s got to be among the suckiest jobs ever, BC Hydro commissioned Vancouver-based DDB Canada to create an illuminated billboard that ran 24/7 on the pedaling power of over 120 volunteers.

The campaign in toto featured 1500 LED lights, an enviro-savvy choice at least, and for every hour the reindeer was lit Hydro made a donation to the Canadian Association of Food Banks. Well, that’s sweet. We hope the donation makes for some serious holiday dinner considering a lot of literal blood, sweat and (possibly) tears went into keeping that magical deer afire. – Contributed by Angela Natividad

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Steve Hall

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