GLOBAL MEDIA CAMPAIGN: LIGHT THE WORLD

As I work for an agency that focuses on cause-based work, The Church of Jesus Christ of Latter-day Saints (don’t you dare say “Mormon”) is one of my biggest day-to-day clients. One of the most visible efforts I’ve worked on is the Church’s flagship Christmas campaign, “Light the World.”

A decade ago, I helped launch one of the campaign’s biggest activations: the Giving Machines. These are vending machines with a twist: instead of buying something for themselves, users purchase humanitarian aid for others. Click here to see how Giving Machines have lifted lives across the world, from the Dominican Republic to Mozambique. You can also watch last year’s launch video here:

In 2023, Light the World found its way to a place that never darkened—Times Square in New York—and filled it with a different kind of light.

The following year, we took the message from Times Square and shared it on a worldwide stage: in Tokyo, London, Mexico City, and Sydney. I was assigned to the London launch, in which we projected onto the historic County Hall: