Conquer the darkness

Christmas 2020 felt different. We chose to skip the commercial cheer and looked beyond shiny gift wrapping. Instead, we revived the wisdom of our ancestors’ winter solstice traditions. We created a modern formula that helps you get rid of the old and make place for the new. To remind everyone that strength to conquer the darkness lies within your own self.

In the LMT’s Christmas campaign “Defeat the darkness!” we collaborated with the band “Tautumeitas” to create a modern anthem for the light in the form of a song and music video. Using the tradition of putting on masks in a contemporary interpretation, we created six unique pieces, which combined dried natural objects with broken electronics.

The energy of this story radiated from TV screens, radio and outdoor ads, as well as the landing, digital ads and wallpapers. Moreover, everyone could transform themselves by trying on one of the six AR masks on Instagram.

The energy of this story radiated from TV screens, radio and outdoor ads, as well as the landing, digital ads and wallpapers. Moreover, everyone could transform themselves by trying on one of the six AR masks on Instagram.

The preparation for the creative part of the project was rather impressive. “Tautumeitas” with their team recorded the new song, art department visualised the story in the form of 6 contemporary masks and video team set out to find the perfect “no snow in Christmas” location to decorate it with 420 pieces of LED bents reeds.