Case Study
DarkSky
Our campaign made the world take notice of light pollution.
Challenge
Light pollution is a real environmental and health issue, but it's nearly invisible in everyday life and has historically struggled to break out of scientific and advocacy circles into mainstream culture.
Creative Solution
Rather than another awareness campaign, we transformed DarkSky International into a fictional automotive brand and launched DarkSky One, the first concept car designed for nighttime, at the Detroit Auto Show. By entering the world of cars, power and progress, the campaign reframed a nonprofit's mission as a design conversation the auto industry, and the public, couldn't ignore.
Results
DarkSky One generated over 24.7 million earned impressions and more than $900,000 in earned media value from a total budget of just $40,000, sparking global media coverage and contributing to real policy change on headlight glare.
The Challenge
Our campaign made the world take notice of light pollution.
The Approach
Brand Strategy · Integrated Campaign · Earned Media · Creative
The Result
Global earned media reaction
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