Goodnight Light

Creative idea

Children fear the dark, so lights often stay on at night. The idea: a book that can only be read in the dark, helping children overcome their fear. Darkness stops being something to fear and becomes something to explore. Children want to read the story, so they switch off the light. By turning darkness from enemy to friend, children switch off lights naturally, without constraints, like part of a bedtime game, successfully driving more responsible energy consumption among the younger generation. The project has two audiences: children experience the story and the magical reveal of the glowing pages; parents recognise the gesture and strengthen 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