The Concord brand is part of the Feilo Sylvania Group and one of Europe’s most respected Architectural lighting brands. Concord is renowned for its strong design ethos, high technical performance and aesthetic form. Feilo Sylvania has been a client of Wildwood PR for two years and were looking for a new and creative way to reach and engage with their target audience of lighting designers and architects on an international basis. Wildwood PR’s brief was to work with The Light Collective to create, manage and run the One Beam of Light project – culminating in a week-long event in London.
Spread the word about light
Wildwood PR proposed an ambitious plan to create a brand new platform to inspire and engage people interested in lighting. It started with a specific creative thought – that one single beam of light creates an incredibly powerful and evocative image. The resulting project was One Beam of Light - a global light artwork initiative that showcased a collection of stunning and innovative images, all of which start with a single source of light, stripped to its bare minimum. These photographs would then be used to ‘spread the word about light to a wider audience’.
Wildwood planned, created and implemented the event from start to finish – working closely with The Light Collective, creating a call to action to encourage entries, creating a website (www.onebeamoflight.com) to facilitate international entries, recruiting the prestigious judging panel, sourcing a credible venue and putting on an amazing exhibition of stunning photography. The images were curated by a guest panel of lighting designers and visionaries.
Wildwood PR designed the OBOL website to be a compelling tool to engage and communicate with participants. Visitors were encouraged to follow the project via social media channels such as Twitter and Facebook. Using the #OneBeamofLight hashtag, we created a conversation on twitter about the project and the event at the ICA. Entries were showcased on an online gallery. The website received over 11,412 visitors, with 41,941 page views. Over 74 pieces of coverage were achieved across five countries .
Over 360 entries were submitted which were scrutinized by the Curation Panel.
Entries were received en mass from France, Spain, Italy, Germany, The Netherlands, Greece, Russia, USA, Mexico, Brazil, Chile, Venezuela, Singapore, Taiwan, Australia and the UK.
A VIP Preview party was held to open the exhibition and was attended by 17 media, 28 participants, 51 company representatives and 183 lighting designers, architects and specifiers.
The event was attended by 4,217 people over 5 days at the ICA.