How to Make a Logo Take Off
Smithsonian Air & Space Museum
Light the World
Reconnecting the Season to the Reason
The Challenge
As Christmas seems to get more commercialized every year, people are desperate to create a more meaningful holiday experience. But during one of the year’s busiest seasons, change can be hard to come by. In 2016, The Church of Jesus Christ of Latter-day Saints wanted to help people connect with the real reason for the season in a way that would spark new traditions for years to come.
The Insight
Boncom's breakthrough came from a simple question: what if people celebrated Jesus Christ’s birth by serving others the way He did? We set out to prove that there's good in everyone, and that by small acts anyone can Light the World.
The Solution
From that idea, Boncom built Light the World into a platform that grows every year. We created the Giving Machines, now active in 126 cities worldwide. We produced The Christ Child, an 18-minute nativity film made entirely in Aramaic, with over 9 million views. We synchronized 27 screens across Times Square to tell the nativity story, giving one of the busiest places on earth a silent night. A signature music theme ties everything together, making every new season a part of one living campaign.
The Outcome
Light the World has run for ten consecutive Christmas seasons, growing in reach every year. In 2025, engagement grew more than four times over the previous year. The Christ Child remains one of the Church's most-watched videos. The Giving Machines have raised over $70M to date. And the campaign has earned multiple American Advertising Awards (ADDYs) for its creative work in video, social media, and live events.
