2013 Winners & Shortlists

Brief Explanation

Energizer wanted people to experience its new brand platform 'that's positivenergy'. Worldwide, they held Night Races to raise money for solar lights in remote villages. Our challenge was to target families and young professionals in countries like Saudi Arabia, Qatar and Kuwait, where running outdoors in the 45°C summer would never work. How could we get them to feel the positive energy from batteries? Yes, batteries. Light Racer is the region's first Kinect-based game, where mall-goers become Mr Energizer and light up the world of toys, cameras, etc. Batteries are the ‘power-ups’ and final scores and photos are shared on Facebook.