Shining a spotlight on International Women’s Day by lighting up office blocks with the Venus symbol.
Catalyst
Catalyst wanted to shine a spotlight on their cause for International Women’s Day by lighting up office blocks with the Venus symbol.
The Challenge
Catalyst is a non-profit organization who work with major brands and CEOs to build workplaces that work for women. For International Women’s Day, they wanted to put a spotlight on their cause by lighting up office blocks with the Venus symbol. Our challenge was to create maximum impact within the constraints of a charity budget.
The Approach
Our approach was to propose making use of the best resource available to charities - the goodwill of volunteers - and apply our own production expertise to the problem at hand. Instead of an expensive projection-mapping exercise, we proposed using lighting gel on the windows of the buildings to turn the interior lights red.
We laid out the instructions for creating the effect into a toolkit, designed merchandise to help recruit the volunteers and helped order all of the necessary materials. The spectacular results were visible in New York, Toronto, Lima and London met the client’s ambition, at a fraction of the original price.
The Results
The Venus symbol lit up buildings in:
32 Locations
10 Cities
5 Countries
And gained reach through:
9 top-tier US media placements
6 top-tier Canada media placements
376 Million impressions
