Cannes Lions

Gravity Light

J. WALTER THOMPSON, London / SHELL / 2017

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

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.

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.

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