The Insight: In the isolated mountain village of Ursici, the absence of an electrical grid meant life stopped the moment the sun went down. Without electricity, the only way locals could navigate the dark was if they evolved night vision.
The Execution: To capture the attention of corporate decision-makers in business press, we avoided guilt-tripping charity tropes and went for surreal, dark-humor visual storytelling.The print ad rallied sponsors to fund solar panel installations through the NGO Free Miorița, finally bringing modern light to the village.
HL: This is pretty much what people in Ursici wish for: night vision.
SHL: You’d wish for the exact same thing if, in the year 2013, your only lightbulb was the sun, and an electrical outlet was just a dream.
CTA: Help make their wish a reality. Visit freemiorita.ro/ursici.
SHL: You’d wish for the exact same thing if, in the year 2013, your only lightbulb was the sun, and an electrical outlet was just a dream.
CTA: Help make their wish a reality. Visit freemiorita.ro/ursici.
