FORGOTTEN NIGHT SKIES
2025
A copy-led campaign intended to move the audience emotionally.
For the first time in history, there are children who don’t even know what a real night sky looks like.
9 out of 10 children will not see a real, star-filled sky due to extreme light pollution.
Source: Federation of Ontario Cottagers’ Associations (FOCA), 2013
80% of the global population lives under skies affected by light pollution.
Source: World Economic Forum, 2023
WHAT IF YOU COULD ERASE
LIGHT POLLUTION WITH A TAP?
Let’s bring back the stars.
Apple and NASA join forces to inspire real-world change, raising awareness about light pollution.
Execution
1. OOH activation in Apple Stores, social media campaign & copy-ads
2. Stargaze mode in the HomeKit app
3. Personalized star
4. Apple & NASA recreate the night sky without light pollution
OOH ACTIVATION IN APPLE STORES,
SOCIAL MEDIA CAMPAIGN & COPY-ADS
STARGAZE MODE IN THE HOMEKIT APP
With the Apple HomeKit app, users can control electric devices at home from their phone.
PERSONALIZED STAR
Stargaze mode
Bring back the stars with one tap
Launching Stargaze mode in the HomeKit app, Apple will reward the users when they switch off the lights in their home through the app.
When switching off the lights at home, you charge your personal star to shine brighter.
iPhone users receive a customizable digital star that they can decorate. Their personalized stars will then be available in their lock screens.
Locate your star
Every person is given a real star, which they can locate in realtime thanks to technology from NASA.
APPLE & NASA RECREATE THE NIGHT SKY WITHOUT LIGHT POLLUTION
With the support of AI-technology from NASA, Apple integrates the star chart into a project mapping and recreates the night sky without light pollution.