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Gravity Light

Gravity Light | Shell | JWT
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basics
Industry: Automotive & Services
Media:Promotion & Event
Market:United Kingdom
Style: Minimalism
descriptioncnen
Strategy

Over two years, we conducted market research and refined the product. We interviewed Kenyans in off grid communities to learn about their understanding of kerosene, electricity and their lives at night, without light, l We learnt much about potential uses for Gravity Light as well as a need to educate people on the product and how it works. This led to clear developments on the product as well as our campaign launches strategy. As a result, we devised a campaign focussed on earned media, product education and product advocacy.
CampaignDescription

Gravity Light is an off grid light, that uses the power of gravity to create light. It can be hung from a ceiling, and has a sack that can be filled with sand or rocks. This slowly drops to the floor over a period of 20 minutes, and via a system of gears turns a dynamo that powers an LED light. We worked with Gravity Light to create the first commercial launch in Kenya; with a much improved design including additional satellite lights and a sturdier design.
Synopsis

By 2050, the world will need double its current energy supply. We need to promote and power clean and better energy ideas. And we need to do it together. Over 1.1 billion people in the world have no access to electricity and millions more have an unreliable supply. Instead they reply on kerosene lamps to light their homes, meaning that over 2 billion people rely on kerosene. Using these lamps is extremely dangerous and expensive, consuming up to 30% of income amongst the world’s poorest populations. They also have extensive health and environmental drawbacks, collectively contributing 3% of the world’s CO2 emissions and causing health issues such as eye infections, skin burns, and respiratory diseases, killing 1.5 million people each year. The GravityLight Foundation, supported by Shell, aims to tackle this energy poverty through good design, replacing kerosene lamps with a renewable energy source that generates power from gravity.
Execution

From funding the early stage startup in 2014, to launching the product took two years. In this time, much was spent on market research and product development. We began planning the Kenyan launch in early 2016, following final in market research. The first test units were manufactured in August, which followed with a second batch in November. We formally launched the product in market in November, conducting an experiential tour of 50 villages across Kenya, educating local off grid communities on the product, and creating advocacy within those communities for the product. This was supported by a local PR campaign.
Outcome

Through an experiential tour, we reached 30,000 educating them on the dangers of kerosene and the benefits of Gravity Light. We provided local jobs by assembling the units in Kenya. The initial product run in Kenya sold out, and the product has now been launch on Amazon, vi DeciWatt, the commercial arm, which will raise money for the charitable arm Gravity Light. GravityLight was featured on important global media such as CNN, BBC, Mashable, Popular Science, Forbes, Time, Wired, Fast Company, Bloomberg, Fast Company, The Telegraph, AlJazeera, Reuters and dozens more. Bill Gates tweeted about GravityLight, “a pretty cool innovation which could be a source of cheap light in developing markets”. We reach 359 million people through earned media, and nearly 350,000 video views on Facebook with zero paid media spend.
BriefWithProjectedOutcomes

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BriefExplanation
credit
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Other credit:Entrant Company: J. WALTER THOMPSON, London, United Kingdom
Media Agency: MEDIACOM , London, UNITED KINGDOM
Media Agency: MEDIACOM , London, UNITED KINGDOM
PR Agency: J. WALTER THOMPSON, London, UNITED KINGDOM
PR Agency: EDELMAN, London, UNITED KINGDOM
Head of JWT Live, Jonathan Terry, J. Walter Thompson London
Event Producer, Lauren Payne, J. Walter Thompson London
Event Production Company, JWT Live, JWT Live
Business Director, Kerrin Roberts, J. Walter Thompson London
Media agency, Mediacom, Mediacom
PR agency, Edelman, Edelman
Event Production Company Local, YDX, YDX
Client Director, Adrian Dickson, Starstruck
Head of Social, Alfie Green, StarstrucK
awards
Cannes Lions International Festival of Creativity 2017
Bronze Health & Wellness
Health & Wellness Tech
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