2021 Winner

CASE SUMMARY

INSIGHT
Casper’s mission is to be known as more than just a mattress company. It wants to be known as a sleep company. The brand wants to help awaken the world to the potential of a well-rested life. And to help solve sleep issues, whatever they may be. Because it believes that a good night’s sleep can make the world a better place.

So, when the brand learned that the increase in light pollution from digital billboards was impacting the sleep of Toronto condo-dwellers, they wanted to do something about it.

EXECUTION
Introducing “Lights Off” – an outdoor billboard initiative from Casper, where Lg2 identified and purchased some of the brightest and most offending billboards near condos in Toronto, and turned them dark at night.

RESULTS
This brand-building billboard stunt generated immediate praise from local condo dwellers and caught the attention of local and national media as well. It even caught the attention of the International Dark Sky Association in Tuscon, Arizona in an effort to partner with Casper on further light pollution initiatives. The idea has since been rolled out in other markets including Alberta and south of the border in Colorado.

Credits

Executive Creative Directors: Chris Hirsch/Nellie Kim
Associate Creative Director/Art Director: Liam Johnston
Associate Creative Director/Writer: Simon Rogers
Account Team: Elizabeth Elliot/Amanda Katz
Director: Jesse Louttit
Editor: Cam Anderson
Colourist: Yuri Cabrera
Music & Sound: Toast & Jam
Agency Producer: Hanna Bratt