In Quebec, the TV channel Novoo stops broadcasting between 2 and 6am, going dark in the early hours of the morning. But while it’s free of TV shows, it’s also free of carbon emissions. Latching on to this fact, Volkswagen Canada and its agency VML decided to use the space to launch its electric vehicle, the ID.4. It teamed up with comedian Pierre-Luc Funk to create a funny show promoting the range. After the live broadcast, viewers who needed their sleep could catch it on the channel’s streaming platform. The show proved a success with audiences, as well as with awards judges: it recently won a Clio d’Or in “entertainment”.