BRING TO LIGHT

TitleBRING TO LIGHT
BrandVOICE OF THE CHILDREN
Product / ServiceNON-GOVERNMENTAL ORGANIZATION – CHILD ADVOCACY GROUP
CategoryB05. Use of Ambient Media: Large Scale
EntrantGEOMETRY 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.