Role: Art Director, Visual design, Advertising and Copywriting
Objective of the Ad: Philips Hue brings smart lighting to everyday homes, allowing anyone to create special moments and automate with light.
Role of the Brand: Philips unveils hue, the world’s smartest web-enabled LED home lighting system.
Philips hue signals a new era in home lighting both in the way we think about and experience light in our homes. It allows you to create and control the light using your smartphone or tablet. Bringing endless possibilities to help you get creative and help you personalise your lighting to suit yours and your family’s lifestyle.
Tone of Communication: Brand Archetype + Identity Innocent
- Smart features and lots of colours.
- They value seeking quality and the perfect environment.
- They work to bring harmony to their lives and those around them.
Reasons To Believe:
Customisability, Innovative, and Compatibility.
Targe Audience:
- Millennials and Generation Z.
- Singles and Starters, younger people who are starting out, and some starter families in diverse urban communities.
- They live in rental housing.
- They are aspirational consumers, motived to an uplifting lifestyle, socially active, and digitally savvy.
- Location: Global
- Singles and Starters, younger people who are starting out, and some starter families in diverse urban communities.
- They live in rental housing.
- They are aspirational consumers, motived to an uplifting lifestyle, socially active, and digitally savvy.
- Location: Global
The problem:
- People living in rental housing often want to decorate their place with colorful light bulbs on the walls. However, since it's a rental property, they are not allowed to do so.
- People who are socially active and host parties at home often prefer to use special colored lights to change the environment and mood.
Single Minded Proposition:
“Color your world”
