The Campaign

Hong Kong is the most light-polluted place in the world. So polluted, that it’s 1,200 times brighter the international standard for a night sky. Amongst the many negative effects of light pollution, the most apparent impact for majority of city-dwellers is that it blocks out the visibility of any stars in the night sky. The issue is so serious that some people have never even seen the stars in Hong Kong. Since the major contributor to the city’s light pollution are the many brightly lit ads and billboards that are still turned on late into the night, we decided to turn these sources of light pollution into both an opportunity for Hong Kong people to see stars in the city, and also to raise awareness of light pollution. Our Idea – The Dance of the Stars

Creative Execution

We commissioned some of Hong Kong’s top dancers to produce a piece of performance art that turned ads into starry night skies. In one night, our team of dancers went across the busiest spots in the city and targeted the brightest billboards. Dressed in black canvases that were equipped with pin-point holes, our dancers gave a choreographed performance that first caught the attention and curiosity of passers-by. At the end of the performance, our dancers stretched out their canvases and covered the entire billboard. The pin-point holes on their canvases transformed the light emitting from the billboard, into a representation of a star-filled sky. Our slogan ‘Less Lights. More Stars’, and Green Sense’s logo was also revealed, drawing audience’s attention to the issue of light pollution.

Across several of the busiest locations in the city, we were able to grab the attention of several thousand passers-by. The absence of the stars also became a hot topic around the city, generating a multitude of social posts and photos/videos taken by the audience.

Our main channel of communication consisted of a live performance which utilized the light emitting from advertising billboards around the city into a representation of a starry night sky. The performance aimed to draw the attention of passers-by to the issue of light pollution, and also aimed to generate social posts and discussion about the issue of light pollution to a wider public on social media.

Insights, Strategy and the Idea

In Hong Kong, the biggest contributors to light pollution are the advertising billboards that are kept lit well into the night. To raise awareness of how light pollution affects our lives, we wanted to draw Hong Kong people’s attention to the lack of stars in our night sky. Our main channel of communication consisted of a live performance which utilized the light emitting from advertising billboards around the city into a representation of a starry night sky. The performance aimed to draw the attention of passers-by to the issue of light pollution, and also aimed to generate social posts and discussion about the issue of light pollution to a wider public on social media.