Goodnight Light
Creative idea
Children fear the dark, so lights often stay on at night, causing energy waste and unsustainable habits. The idea: a book that can only be read in the dark, helping children overcome their fear. Unlike every colourful children's book, Goodnight Light appears blank during the day. Children get excited to switch off the light to discover the story that reveals itself only when darkness arrives. By turning darkness from enemy to friend, children switch off lights naturally, as part of a bedtime game, learning to save energy along the way. Parents recognise the energy-saving gesture, strengthening their positive sentiment toward Plenitude.
Brand name: Plenitude
Advertiser / client: Plenitude
Product / service: Utilities, Energy distribution
Campaign name: Goodnight Light
Agency network: Omnicom Advertising
Agency: TBWA Italia
Production company: ROSSOFILM
Agency chief executive officer: Fabrizia Marchi
Chief creative officer: Mirco Pagano
Creative director: Vittoria Apicella, Frank Guarini
Art director: Davide Zanfabro, Margherita Lorusso Caputi
Copywriter: Ilaria Rando, Francesco Scolaro
Account director (agency): Cinzia Franchi
Client account director: Angelo Freda, Mattia Deriu, Anna Fontana
Managing director: Gianluca Cappiello
Strategic planner / strategist: Luca Lilla, Letizia Fabbri
Senior planner: Sarah Corleta
Pr director: Zoe Brooks
Illustrator: Hello Saris
Film production: Marco Malfi Chindemi
Director: es.poire
Director of photography: es.poire
Music: The Log Audio
Agency producer: Silvia Congiu
Additional company: CCO OAG: Luca Cortesini
Social Media Director: Gaia D'Aguanno
Integer CEO: Simone De Martini
Head of Print Production: Luca Mestrone
Head of Experience: Carla Galvan
3D Designer & Graphic Designer: Alessandro Dell'Aia
Graphic Designer: Danila Cericco
Editor: Alessandra Molfese
Junior Editor: Elena Rosella
Author: Elisa Binda, Mattia Perego
Offset & Screen Printing: Caleidograf s.r.l.
Flagship Store Printing & Installation: PRT Visual
Motion Graphic Designer: Sevial
Editor: Paolo Forestale
Vice President Omnicom PR Group: Daniela Spiezio
Business Manager Omnicom PR Group: Anna Del Piccolo, Valentina Bianchi
Consultant Omnicom PR Group: Silvia Badanai
Producer ROSSO FILM: Cassia Pavin
