Tuesday, November 21

FCB & the STUDIO Shine Light on Energy Poverty with MPOWERD PSA

RAID The Studio

Heartwarming Animation In “Give Luci” Sends the Message That No One’s Story Should End Just Because The Sun Sets

Agency FCB Garfinkel, in collaboration with the design/animation company the STUDIO, music house Found Objects and the Luci® inflatable solar light by MPOWERD™ Inc., shines a spotlight on energy poverty in a powerful, new animated PSA that follows a young child’s journey and showcases the importance of access to energy.

Give Luci

“Our initial inspiration was the look of traditional shadow puppets, but as we went along we came to feel that we needed to reference more naturalistic animation techniques,” Mary Nittolo, Founder/Creative Director of the STUDIO says. “The shadow puppets concept would have looked amazing, but we didn’t think it would have made the same connection with viewers. So we ended up with a look that includes a number of influences, including shadow puppets, zoetropes, cut paper animation and even a little bit of Disney.

Entitled “Give Luci,” the PSA shows a boy named Kiama on his travels to and from school. Kiama loves school and has big dreams. As he heads home from school to have dinner with his family, the sunsets, causing his world to go dark. Kiama’s lack of access to light means he, like millions of other children, cannot read or study at night or do his homework.

Enter Luci, the solar-powered light. The video ends with the message “no one’s story should end just because the sun sets” and encourages viewers to give a Luci to households like Kiama’s by visiting mpowerd.com/give. The Give Luci program allows customers to purchase Luci lights that will be sent directly to communities in need through one of MPOWERD’s NGO partners.

Nittolo adds, “It was a privilege to work on this project and bring not only attention but an affordable solution to an overwhelming problem. Across sub-Saharan Africa, 90 million primary students are without electricity. And, each year, indoor pollution from dirty fuels results in four million deaths. What MPOWERD give is an opportunity to make a modest investment that can be life altering.”

Lee Garfinkel, CEO of FCB Garfinkel, says explaining energy poverty is tough when the public isn’t always aware of the problem. “The story of Kiama brings his daily struggle to life and, through the help of the Luci solar-powered light, illustrates how a simple idea can have an incredible impact.”

The STUDIO is represented for advertising via RIAD Represents, the artist management agency led by Sherry Riad.