Shell Design & Branding, Case study Gravitylight: Turning Gravity Into Light by J. Walter Thompson London

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Gravitylight: Turning Gravity Into Light

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Industry Household maintenance & pet products, Environmental & Animal Issues
Media Design & Branding, Case study
Market Kenya
Agency J. Walter Thompson London
Executive Creative Director Lucas Peon
Creative Director Tom Odonnell
Production Starstruck
Director Adrian Dickson
Released October 2016

Awards

Lions Innovation 2017
Innovation Innovation: Applied Innovation Bronze Lion

Credits & Description

Title: Gravitylight: Turning Gravity Into Light
Agency: J. Walter Thompson, Gravitylight Foundation
Brand: Shell Global / Gravitylight Foundation
Country: Switzerland
Entrant Company: Shell Brands International, Baar
Advertising Agency: J. Walter Thompson, London / Gravitylight Foundation, London
Media Agency: Mediacom , London
Pr Agency: Edelman, London
Production Company: Starstruck Media, London / Ydx, Nairobi
Technical Adviser: Jim Reeves (Gravitylight Foundation)
Technical Adviser: Martin Riddiford (Gravitylight Foundation)
Ceo Shell Brands International Ag & Global Vp: Dean Aragon (Shell Global)
Global Head Of Integrated Brand Communications & Marketing Capability: Malena Cutuli (Shell Global)
Executive Creative Director: Lucas Peon (J. Walter Thompson London)
Creative Director: Tom Odonnell (J. Walter Thompson London)
Planner (creative Agency): Olivia Johnson (J. Walter Thompson London)
Planner (creative Agency): Eleanor Metcalf (J. Walter Thompson London)
Head Of Jwt Live: Jonathan Terry (J. Walter Thompson London)
Business Director: Kerrin Roberts (J. Walter Thompson London)
Account Manager: Jonah Werth (J. Walter Thompson London)
Account Manager: Rachel Cann (J. Walter Thompson London)
Senior Producer: Larry Keep (J. Walter Thompson London)
Senior Producer: James Symons (J. Walter Thompson London)
Event Producer: Lauren Payne (J. Walter Thompson London)
Media Agency: Mediacom (Mediacom)
Pr Agency: Edelman (Edelman)
Account Director Media Relations: Olivia Clifford Beeston (Edelman)
Account Manager Media Relations: Bernard Wong (Edelman)
Event Production Company: Jwt Live (Jwt Live)
Event Production Company Local: Ydx (Ydx)
Film Production Company: Starstruck (Starstruck)
Director: Adrian Dickson (Starstruck)
Editor: Sam Morter (Starstruck)
Outcome:
Targeted mainly at the rural poor using kerosene lamps and urban poor using kerosene and unreliable grid power, anticipated outcomes are:• Environmental - GravityLight Foundation’s mission is to significantly reduce the use of kerosene lamps, decreasing CO2 and black carbon production, replacing them with a clean, renewable energy source; • Alleviating the poverty trap caused by the cost of kerosene, freeing up money for other priorities; • Creation of jobs and skills through the marketing and distribution of GravityLight in Kenya (our pilot market), and then East Africa. 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”.
Execution:
GravityLight utilises kinetic energy; a user simply lifts a weight and this powers one main light and up to two ‘sat’ lights for twenty minutes on each descent. More specifically, GravityLight is installed to provide a 1.8m drop for a 12kg weight. This weight is lifted and on controlled release starts falling very slowly. This movement powers a drive sprocket, which rotates very slowly with high torque. A polymer gear train running through the product turns this input into a high speed, low torque output that drives a DC generator at thousands of rotations per minute.This generates a deciwatt to power an onboard LED and ancillary devices. Given the ever-increasing efficiency of LEDs, this produces a light over 5 times brighter (lux) than a typical open-wick kerosene lamp.Once the weighted bag completes its descent, it is simply lifted to repeat the process.
Relevancy:
GravityLight is an innovative and unique device, supported by Shell, that offers a clean, safe and affordable alternative to kerosene lamps, used by over 2 billion people worldwide.
Campaign Description:
Powered by the lift of a weight, GravityLight is an innovative device that provides instant, limitless light. It takes seconds to lift the weight – a bag of rocks or sand – and provides 20 minutes of light on each decent. With no need for batteries, charging or the sun, GravityLight provides a universal, year-round solution.GravityLight has no running costs and pays for itself within four months of replacing a kerosene lamp. This alleviates a significant financial burden and frees up money to be spent on other important costs, such as school uniforms or investing in family enterprises.As part of the #MakeTheFuture campaign, we spent 50 nights in 50 Kenyan communities working with the GravityLight Foundation, demonstrating GravityLight to thousands of people. We showed them how to use the lights, and the many benefits they bring. Thousands of people supported us on Facebook, Instagram and YouTube.
Synopsis:
By 2050, the world will need double its current energy supply. We need to promote and power cleaner 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 carbon fuels like 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. The GravityLight Foundation aims to tackle this energy poverty through good design, replacing kerosene lamps with a renewable energy source that generates power from gravity.