The technology, which is being rolled out this month, features 1000 high-brightness LEDs, which are available in 16.7m colours.
The billboards will be used to promote the Philips Aurea, a high-tech television that emits light from both the front and side of the set. The campaign, which was booked by Carat and Posterscope, will run for two weeks. The creative will be framed with a 'halo' of light.
The initiative is part of a £20m investment by JCDecaux, which includes plans to introduce branding badges to its Premiere portfolio, whereby the advertiser's name will be lit up in a box beneath the main billboard.
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