When it comes to childhood fears, nyctophobia – being scared of the dark – is one of the most common. Three out of four children aged 3-9 years are afraid of the dark, according to DOXA 2025 research carried out in Italy, France, and Spain. But while the obvious solution is to switch on the lamps, with most of the families leaving a light on during the night to overcome the problem, it’s far from sustainable, and it could develop into a habit that becomes difficult to break when growing up.
TBWA\Italy has created a better solution on behalf of Italian energy provider, Plenitude. Goodnight Light, the first-ever children’s book designed to be read only in the dark, transforms children’s perceptions of darkness from frightening to (eco) friendly. It features an innovative glow-in-the-dark ink that appears only when the lights are switched off. The book tells the story of an unlikely friendship between a young girl, Lucilla, and Ombro, an awkward little monster representing the darkness.
The idea underlines Plenitude’s mission to promote energy awareness and inspire everyone, especially younger generations, to use energy more efficiently and mindfully. The campaign helps children to understand, respect and use darkness to reduce their energy use – rather than fearing it.
The limited-edition book was created using a specialist silk-screen printing process to apply a luminescent pigment. In the daytime, the book appears completely blank. By accumulating photons (light energy) during the day and releasing them at night, the luminescent paint cleverly uses natural light to ensure the story is readable in the darkest of bedrooms.
More than a mere story, Goodnight Light is also a magical tool that keeps children company long after the last page has been turned, thanks to an innovative design twist that allows the book to transform into a star-shaped bedside lamp – a ‘good night light’.
To emphasise the campaign’s energy-saving message and bring a fun interactive element to the book, each copy of Goodnight Light is accompanied by a set of glow-in-the-dark stickers. Stickers can be placed next to light switches and appliances as an engaging visual reminder of how switching off power can successfully conserve energy.
The limited-edition book will be available across Italy, Spain and France in selected Plenitude stores in Italy and in other stores and libraries.
The idea from TBWA\Italy has been digitally amplified by EY+MC SAATCHI, via interactive digital content, social campaigns, in-depth interviews and vertical content dedicated to the topic, including a hero launch video and a dedicated landing page. This was followed by a content plan on Instagram and TikTok to reinforce the message.
Mirco Pagano, chief creative officer TBWA\Italia, stated, “Our goal was not simply to tell children to use less energy; we wanted to change their perception of darkness. By transforming something that is often feared into a friendly presence, Goodnight Light demonstrates how creativity can gently influence everyday behaviour, starting from a young age.”
Credits
Agency: TBWA\Italia
Chief Creative Officer: Mirco Pagano
Creative Directors: Vittoria Apicella, Frank Guarini
Art Directors: Margherita Lorusso Caputi, Davide Zanfabro
Copywriter: Ilaria Rando, Francesco Scolaro
Head of innovation: Luca Lilla
Planner Director: Letizia Fabbri
Head of Business: Cinzia Franchi
Business Manager: Mattia Deriu
Producer: Silvia Congiu
Head of Print Production: Luca Mestrone
Print Traffic & Production Coordinator: Paola Gemelli
Graphic Designer: Francesco Marinetti, Danila Cericco
3D Designer & Graphic Designer: Alessandro Dell’Aia
Producer: Silvia Congiu
Editor: Alessandra Molfese
Junior Editor: Elena Rosella
Author: Elisa Binda, Mattia Perego
Illustrator: Hello Saris
Offset & Screen Printing: Caleidograf s.r.l.
Flagship Store Printing & Installation: PRT Visual
Production Company: Rosso Film
Executive Producer: Marco Malfi Chindemi
Line Producer: Davide Signorelli
Producer: Cassia Pavin
Director & DOP: es.poire
Colourist: Danilo Vittori
Audio: PMA / TK2
Digital Agency: EY Studio+, M+C SAATCHI Group Europe
CCD EU: Vincenzo Gasbarro
Creative Directors: Andrea Bomentre & Olivia Nervi
Copywriter: Emanuela Torregrossa e Anna Clara Magni
Art Directors: Loris Ghidini & Alessia Giordano
Digital Designer: Daniela Ciattaglia
Digital Senior Copywriter: Rosita Rotondo
Chief Strategy Officer: Massimo Capucci
Director, Costumer & Branding Consulting: Silvia Fiorin
Social Media & PR Director: Chiara Melotto
Project Manager & Social Media Manager: Edoardo Sabatini
Project Manager & Sito web: Massimo D’Ostilio
Social Media strategist: Francesca Desimini
Producer: Paola Ticozzi
Production: Beppe Gallo @ BSA Studio
Photographer: Alessandro Dealberto @ Utopia
