WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN

Goodnight Light - Plenitude
Responsible energy consumption campaign

Shortlist

Title:	Goodnight Light
Brand:	Plenitude
Product/Service:	Responsible energy consumption campaign
Client:	Eni Plenitude
Entrant Company:	TBWA Italy
Agency:	TBWA Italy
Production Company:	Rosso Film
Editing Company:	Rosso Film
Sound Company:	The Log
Creative Director:	Vittoria Apicella, Frank Guarini
Individual Credits:	OAG CCO: Luca Cortesini
Individual Credits:	TBWA CEO: Fabrizia Marchi
Individual Credits:	TBWA CCO: Mirco Pagano
Individual Credits:	Creative Directors: Vittoria Apicella, Frank Guarini
Individual Credits:	Art Director: Davide Zanfabro
Individual Credits:	Art Director: Margherita Lorusso Caputi
Individual Credits:	Copywriter: Ilaria Rando
Individual Credits:	Copywriter: Francesco Scolaro
Individual Credits:	Head of Innovation: Luca Lilla
Individual Credits:	Planner Director: Letizia Fabbri
Individual Credits:	General Manager: Gianluca Cappiello
Individual Credits:	Head of Business: Cinzia Franchi
Individual Credits:	Business Lead: Angelo Freda
Individual Credits:	Business Manager: Mattia Deriu
Individual Credits:	Project Manager: Anna Fontana
Individual Credits:	Social Media Director: Gaia D'Aguanno
Individual Credits:	Producer: Silvia Congiu
Notes for Judging:	Plenitude, controlled by Eni, is one of Europe’s leading energy companies whose mission as a Benefit Corporation is to help people consume less energy, even if it operates in Europe, where energy overconsumption remains a critical issue. At the same time, a Doxa research running in Italy, Spain and France demonstrates that 3 out of 4 children aged 3–9 fear the dark, leading 80% of families to leave lights on at night. It’s a tiny habit, but when multiplied across millions of homes, it becomes a meaningful source of energy waste and, moreover, raises a generation with unsustainable habits. At the heart of the project was a behavioural contradiction: emotionally, children want the light on; environmentally, the best thing we can do is switch it off. Rather than trying to educate for more responsible energy consumption through instruction, they looked for a gadget that could change behaviour itself by embedding sustainability into a familiar bedtime ritual, starting with children. In a market saturated with messaging about energy saving, this project stands out by embedding sustainability into a culturally relevant, intimate behaviour. Goodnight Light is a children’s book that can only be read in the dark. Printed with luminescent ink, the story appears only when the lights are off, turning darkness from something scary into something engaging. Rather than telling families to change, the project transforms their nightly routine. Goodnight light was printed with a special luminescent technique that absorbs sunlight photons during the day and reveals the story only in the dark. Moreover, thanks to a design twist, the glowing book becomes a star-shaped bedside lamp that comforts children while sleeping. Together with the book, we created a set of glow-in-the-dark stickers that children can attach near interruptors and switchers around the home: the rule is simple, only when all the stickers glow, and all the lights are switched off, it’s time to read the good night book. This activates a sustainable bedtime ritual: turning off the light to see stickers and the book illuminating, feels like the most natural thing to do before going to sleep. The books have been distributed for free in 30 cities across Italy, Spain and France and supported by digital experience with pedagogist tips that involved parents too. Plenitude managed to transform a brand campaign into a sustainable behavioural change. The impact the project gained was clear: Behavioural Change: +41% of families turned an unsustainable habit into a sustainable routine 72% solved a real household problem Tangible Experience: 88% continued usage after the campaign 56% engaged with multiple elements 43% replacing night lamps with the book Brand objectives: 28% Plenitude positive consideration +49% NPS, turning parents into advocates 84% found sustainability real and simple Project metrics: +103% Engagement on Plenitude’s channel 234M Estimated People reached
Additional Credits:	Integer CEO: Simone De Martini Head of Print Production: Luca Mestrone Head of Experience: Carla Galvan Print Traffic & Production Coordinator: Paola Gemelli Graphic Designer: Francesco Marinetti Graphic Designer: Danila Cericco 3D Designer & Graphic Designer: Alessandro Dell’Aia Editor: Alessandra Molfese Junior Editor: Elena Rosella Author: Elisa Binda Author: Mattia Perego Illustrator: Hello Saris Offset & Screen Printing: Caleidograf s.r.l. Flagship Store Printing & Installation: PRT Visual International PR Manager: Zoe Brooks Case Study Motion Graphic Designer: Sevial Editor: Paolo Forestale Audio production: The Log Audio PR Agency: Omnicom PR Group Vice President: Daniela Spiezio Business Manager: Anna Del Piccolo Business Manager: Valentina Bianchi Consultant: Silvia Badanai Production House: Rosso Film Executive Producer: Marco Malfi Chindemi Line producer: Davide Signorelli Producer: Cassia Pavin Director e DOP: es.poire Colorist: Danilo Vittori Audio: PMA / TK2