Become The Light

Become The Light was a pitch-winning platform built on the insight ‘nine out of 10 people in refugee camps have no access to lighting’.

Away from the film, in the activation, the audience was invited to dedicate its physical activity, recorded by fitness devices such as Fitbit and Strava. All the activity donated was converted into ‘sparks’.
The IOC then donated those ‘sparks’ to the UN’s refugee agency, UNHCR, which provided them as lights to illuminate the Mahama camp in Rwanda which houses 55,000 refugees.

The campaign was backed up by a documentary piece and worldwide TV spot.