The brief
Afterlight had a finished product, a shipping date six weeks out, and a launch campaign that had just fallen through with the agency that owned it. We took the brief on a Friday and the first posters went up on a Monday five weeks later.
How it went
- 01
Interrogate
Six weeks buys one idea, executed properly, or four ideas executed badly. The first meeting was spent deciding what the campaign would not do: no launch film, no influencer seeding, no teaser phase.
- 02
Position
The product is used after dark and nobody photographs it well in daylight. So: never show it in daylight. The constraint became the campaign, which is the only reason it could be built in five weeks.
- 03
Design
One frame, one light source, one line of copy. Eleven executions built from the same setup so the shoot ran in two days and the OOH, the social crops and the retail card all came out of one master.
- 04
Ignite
Sites in three cities on the same Monday, social from the same masters at 06:00, retail cards in the boxes already in transit. Nothing was adapted after the fact because nothing needed to be.
What we made
- Launch platform and single campaign line
- Two-day shoot, eleven executions, one setup
- OOH across three cities
- Social system and paid cutdowns
- Retail card and packaging insert
What it moved
- 2.9M
- first-week reach
- 06
- weeks, brief to posters
- 11
- executions from one lighting setup
“They spent the first hour telling us what they were not going to make. That is why it shipped.”
Founder, Afterlight
Credits
- Art direction
- Marek Voss
- Photography direction
- Adaeze Kuti
- Production
- Junia Oyelaran