Shell Design & Branding, Case study Gravity Light [image] by J. Walter Thompson London

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Gravity Light [image]

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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 November 2016

Awards

Clio Awards 2017
Product Design Public Service: Furniture & Lighting Gold
Innovation Public Service: Product Innovation Gold

Credits & Description

Title: Gravity Light
Agency: J. Walter Thompson
Brand: Shell
Country: United Kingdom
Entrant Company: J. Walter Thompson, London
Advertising Agency: J. Walter Thompson, London
Media Agency: Mediacom , London
Pr Agency: J. Walter Thompson, London / Edelman, London
Production Company: Starstruck Media, London / Jwt Live
Executive Creative Director: Lucas Peon (J. Walter Thompson London)
Account Manager: Jonah Werth (J. Walter Thompson London)
Creative Director: Tom Odonnell (J. Walter Thompson London)
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)
Planner (creative Agency): Olivia Johnson (J. Walter Thompson London)
Planner (creative Agency): Eleanor Metcalf (J. Walter Thompson London)
Business Director: Kerrin Roberts (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)
Media Agency: Mediacom (Mediacom)
Pr Agency: Edelman (Edelman)
Event Production Company Local: Ydx (Ydx)
Film Production Company: Starstruck (Starstruck)
Director: Adrian Dickson (Starstruck)
Editor: Sam Morter (Starstruck)
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.
Campaign Description:
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.