MAY 2026 | BRAY & CO CAMPAIGN NAMED TO INDIE AGENCY NEWS “TOP 40: CLASSIC 2026”

Independent Agency Secures Top Honors and Dual Category Finalist Status for "Turning a Nonprofit into a Car Company"

NEW YORK, NY — May 13, 2026 — Bray & Co has been officially named to the prestigious Top 40: Classic 2026 by Indie Agency News, receiving the program’s highest honor for its work with DarkSky International. The recognized campaign, "DarkSky International: Turning a nonprofit into a car company," did more than just grab attention; it was an innovative idea that inspired global action on light pollution. This breakthrough stunt captivated auto media and the world, generating over 24.7 million earned impressions.

Innovating to Solve Nonprofit Marketing Challenges

The core challenge for the nonprofit DarkSky International was visibility: how do you get people to care about light pollution? An issue that is largely ignored by popular culture? Bray & Co solved this by focusing on something that engages people and is relevant to their everyday lives: Cars. The agency transformed the organization into a fictional automotive brand, DarkSky Motors, and launched the DarkSky One—the first car in history designed for nighttime first. This radical approach led to record engagement and genuine intrigue. Bray & Co actually worked with a concept car company in Japan to truly design the DarkSky One, the campaign fooled the auto media and captivated the public.

The stunt was the centerpiece of a larger integrated 360 brand campaign designed to flip the cultural script from "too much light" to the core insight that "darkness helps you see better". This boundary-pushing effort allowed the conversation to rise above the noise of traditional advocacy and drive tangible policy change. The effort ultimately led to real-world impact: just days after the DarkSky One debuted at the Detroit Auto Show, the U.S. Congress directed regulators to crack down on overly bright LED headlights for the first time.

What the Award Really Means

“At Bray & Co, we believe the most successful brands rise above by helping people rise,” said Peter Bray, Founder and Executive Creative Director. “The DarkSky project allowed us to push the boundaries of conventional marketing by transforming a nonprofit mission into a tangible, high-impact concept. Being recognized in these categories validates our commitment to delivering work that is both creatively extreme and socially resonant, proving that the most breakthrough ideas are those that move markets and policy.” 

The official rankings for the Top 40 will be revealed during a live, five-day countdown starting June 1, 2026.

Finalist Recognition for the Breakthrough Campaign

The campaign also earned Category Finalist status in two crucial fields: Little Budget + Big Impact and Force for Good. The innovative approach achieved incredible results from only $1,000 in paid media and a total budget of just $40,000 overall. This led to over $900,000 earned media value, which is still growing, along with 24.7 million earned impressions. The biggest impact from the campaign was the lasting change it created for safety with a new law aimed at reducing headline glare.

About Bray & Co

Bray & Co is an independent, full-service creative advertising agency built on the belief that creativity is a force for impact. By blending bold ideas with marketing science, the agency helps brands move from relevance to resonance, ensuring they Rise Above the noise. From its New York City headquarters, Bray & Co services a diverse roster of clients, including Teremana Tequila, Fidium Fiber, and Brooklyn Brewery.