Ideas / Product launches / Lapland
Reveal in the polar night
A product launch held in near-total darkness, where the product is the only light.
How it runs
- Day beforePress and guests fly in. Lapland flights are limited.
- DuskGuests arrive at a dark site and walk in without lights.
- CountdownSilence, then the product lights up.
- AfterInto a warm venue for demos and dinner.
What to know
- It works best in December and January, when the darkness is longest.
- Filming in the dark needs a specialist low-light crew. We plan the content with them.
- Fly guests in the day before; flights to Lapland are limited.
Good for
Launches with a visual product or a strong story about light.
Not for
Launches that need a stage, slides and a livestream from a city.
Questions planners ask
Does it work with press?
Yes, if you give them the content they need. We plan photography and video around the darkness, not against it.
What if the product isn't physical?
Then the light becomes the metaphor: a building, a word or a whole forest that lights up.
How cold will guests be?
Outside for twenty minutes at most, in proper winter gear we provide.
Thinking of doing this?
Borrow the idea, it's yours. If you'd like a hand, or just a second opinion on whether it suits your group, write to me. I produce ideas like this one at Sorry, No Polar Bears, a Helsinki studio I co-run.
