November 2026 | Bray & Co. and DarkSky International Recognized for DarkSky One Campaign

A campaign that reimagined light pollution as an automotive design challenge earns honors through Purpose, Produced, a creative initiative supporting grassroots nonprofits.

Grassroots nonprofits are often tasked with solving some of the world's biggest challenges without the resources or creative firepower available to major brands. That's the thinking behind Purpose, Produced, a collaboration between SixDegrees.org and Advertising Week that pairs six nonprofits with six leading creative agencies to develop fully integrated campaigns at no cost.

Bray & Co. partnered with DarkSky International, an organization dedicated to protecting the nighttime environment and preserving dark skies through responsible outdoor lighting, to tackle an issue that's easy to overlook: light pollution.

Despite its environmental and health consequences, light pollution has historically struggled to break into mainstream conversation. Rather than take the traditional awareness-campaign route, we looked for a way to make the issue relevant to an entirely different audience. Our answer was DarkSky One: a fictional automotive brand introducing the first concept car designed for nighttime. Debuting at the Detroit Auto Show, the campaign brought DarkSky International into the world of automotive innovation, challenging the industry's relationship with artificial light and headlight glare while giving the public an entirely new way to think about the issue.

The unconventional approach delivered outsized results. With a total budget of just $40,000, DarkSky One generated more than 24.7 million earned media impressions and $900,000 in earned media value. The campaign earned global media coverage and helped contribute to real policy change surrounding headlight glare.

Now, DarkSky One has earned recognition through Purpose, Produced in its category honoring individual and one-of-a-kind projects that drive awareness, engagement and action around important causes. The recognition celebrates the campaign's ability to take a complex environmental issue beyond traditional advocacy and turn it into a cultural and industry conversation.

We're proud to have worked alongside DarkSky International on a project that demonstrates what happens when a meaningful cause meets an unexpected creative idea.