BRING TO LIGHT
| Title | BRING TO LIGHT |
| Brand | VOICE OF THE CHILDREN |
| Product / Service | NON-GOVERNMENTAL ORGANIZATION – CHILD ADVOCACY GROUP |
| Category | B05. Use of Ambient Media: Large Scale |
| Entrant | GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA |
| Idea Creation | GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA |
| PR | GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA |
| Production | SIXTYMAC PRODUCTION Petaling Jaya, MALAYSIA |
Credits
| Name | Company | Position |
|---|---|---|
| Daniel Comar | Geometry Global APAC | Regional Executive Creative Director |
| Mehdi Lamloum | Geometry Global Kuala Lumpur | Executive Creative Director |
| Wendy Chiu | Geometry Global Kuala Lumpur | Head of Design |
| Phoecus Lee | Geometry Global Kuala Lumpur | Associate Creative Director |
| Victor Fernandez | Geometry Global Kuala Lumpur | Senior Copywriter |
| Tee Ching Kian | Geometry Global Kuala Lumpur | Designer |
| Tommy Voon | Geometry Global Kuala Lumpur | 3D Designer |
| Yong Jow Liie | Geometry Global Kuala Lumpur | Designer |
| Ross Leong | Geometry Global Kuala Lumpur | Senior Account Manager |
| Yeo Chin Ling | Geometry Global Kuala Lumpur | Interface Team Lead |
| Lee Kok Keong | Geometry Global Kuala Lumpur | Senior Developer |
| Vivian Tan-Higgs | Geometry Global PR Sdn. Bhd. | Managing Director |
| Farah Zulkefly | Geometry Global PR Sdn. Bhd. | Public Relations Associate |
| Anne Oh | Geometry Global Kuala Lumpur | Group Account Director |
| Jesse Mok | Geometry Global Kuala Lumpur | Group Account Director |
| Chew Ai Leng | Geometry Global Kuala Lumpur | Senior Costing and Production Manager |
The Campaign
Bring To Light was an experience held in a gallery featuring black interactive posters that allowed people, by signing the posters, to bring stateless children to light, while making an emotional connection with the matter. Celebrities, KOL, the media and the public were invited to participate in the experience. The experience was extended online via bring2light.net where individuals could virtually bring stateless children to light and spread the word on social media.
Creative Execution
The experience featured a series of black posters, with a built-in circuit, batteries and LED light bulbs. Pens, with conductive ink, with a call to action “Connect the dots with your signature to bring a Child to light” were displayed next to the posters. As an individual signs their name on the poster using a pen with conductive ink, the action closes the circuit, triggering the LED lights to reveal the face of a stateless child.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Bring To Light experience is now and open source project ready to be executed in countries around Asia. Plus, all posters were successfully auctioned to raise funds for the cause.
Explain why the method of promotion was most relevant to the product or service
To create awareness for a very pressing issue, the campaign offers audiences an experience that allows each participant to interact with the subject matter individually. In fact, the participation of the audience was the key factor in bringing the campaign to life.
Give people the power to experience the difference they could make for stateless children. Allowing them to engage with the matter physically and emotionally and witness the difference they could make instantly.