Red Dot Award – Best of Best
German Design Award Nominee
In today’s society light symbolizes prosperity, progress and modernity. But: Too much light in the wrong place and at the wrong time, namely at night, is harmful. We call this light pollution and its effects on people, animals and plants are severe. Although a professional group, called Dark Sky, has committed itself since 20 years to raising awareness of the problem and suggesting solutions for it, this topic is scarcely known in public: there is still limited awareness of the problem.
Light pollution mustn’t be an abstract term but must become tangible. Therefore the new Dark Sky campaign uses the key problem of light pollution, namely artificial light at night, as its key element. The viewer is forced to do, what would be a solution for light pollution: turning the light off.
The new Dark Sky campaign is a cross media campaign. The offline-design is based on luminous paint, the website reacts through the webcam on the brightness in the room. The key element of this campaign is an interactive and absorbing video on the website that introduces the viewer in an emotional way to the topic and requests him to interact. The viewer’s behavior decides on the ending of the video and whether additional descriptive information material is unlocked on the website.