BRIEF | MOONSHOT
Somewhere Good needs an idea to make them stand out against the world’s most prominent and wealthy companies. This isn’t the time for small or safe ideas.
Task: Come up with a launch idea that makes Somewhere Good the first-choice platform for people of color.
INSIGHT
Somewhere Good is based on the idea of collectivism. Collective spaces, identities, and groupings remind people that they aren’t alone, that someone has their back, and that while we are but one person, there is massive strength in numbers.
POC, in particular, crave collective spaces explicitly designed for them.
SOLUTION
Let’s launch Somewhere Good in tandem with the world’s largest light show, illuminating communities of color globally to remind each other of the strength and collective power in our diasporic communities
Community of Lights
Concept/ Execution
Using population statistics to pinpoint pockets of high POC populations worldwide, we will set up large light clusters on the roofs of prominent structures. In the night, we will set off individual lights from clusters worldwide in an almost musical cadence. People still awake can step outside to awe at the mysteriously magical light show going off near and far.
By using lights powerful enough to be seen from earth’s orbit, we will cinematically record the show using local cameras and satellites to create an immersive viewing experience at our physical launch event.
Attendees of the in-person event will learn that the lights were far from random. The activation of individual lights coincides with the announcement of different niche communities within the Somewhere Good app.
For example, as we launch a black girl anime group, the video will show small light clusters illuminating little by little across the world, showing the diasporic black girl community of anime lovers.
This will be a Guinness world book breaking, aurora borealis level breathtaking, unforgettable experience in the name of collectivism and Somewhere Good.
MOODBOARD
At the end of the presentation, pieced together satellite footage, we will be able to make out a message from the final illuminated light clusters. A message in the night sky that reads:
CALL TO ACTION
As the hidden message is revealed, phones within our pre-established POC radius will receive geo-triggered push notifications saying: