During the lockdown months, we opened our eyes to what we think a creative agency should do. Planet Earth is in crisis and may never recover. Climate is out of control, social tensions are increasing and for almost two years there has been a global pandemic that has paralysed the world. But the point is, are we worried enough to turn this uncertainty into a push for action?
Space Y, the travel agency that sells space travel to Mars for only 1499 €, is born for an awareness-raising purpose and not for a customer. The campaign, sponsored on Instagram, is obviously a clickbait, but for a good purpose. The goal is to bring users to click on the commercial offer that directs traffic to a section of the Luther DSGN website. The initiative is designed with a view to strategic repositioning, bringing the agency closer to the brand activism theme.
Before we fly to another planet
let's try to change ours.
This is how we reveal the true content of the operation: the "Manifesto for Humans & Brands", a series of rules with an inspirational tone intended to change the point of view and approach to what surrounds us. What makes our ethical code unique is the double purpose of its message: it is designed for brands and people, for businesses and for all those who do not wish to stand by and watch.
"We want to guide the brands we work with towards the use of positive messages that bring about real change and we want these brands to share this vision with us, made of responsible and sustainable values and content" - Marco Venuti
The message is clear: either we change together or we don't change at all. The concept of the campaign combines travel on Mars and the rising trend of "silicon billionaires" with urgent issues that affect the world in which we live, emphasizing a great paradox in our way of thinking: A weekend on Mars is easier to achieve than the reduction of CO2 emissions.