| Problem | Art director Mariota Essery and copywriter Paul Fraser are leading the creative team: "Light has a big influence on how we sleep and wake up. To show this, we wanted to go to a place where extreme light levels have a big influence on people. That place is Longyearbyen, the most Northern place on the planet. The experiment is very Philips, very simple. We give light to wake up to, to a city that has no natural light of its own. Even better, when Doug Pray, the famous documentary maker and director of 'Art & Copy' (a movie about advertising and inspiration) heard about our idea, he wanted to join us."This is a social media experiment with a real community of people at its heart. They are not actors and they are not getting paid. They are free to say what they want. The project is a good example of an idea that is being rolled out through all sorts of media, specifically social media." Creative Director Chris Baylis about the project: "We can not tell who is more enthusiastic: Philips or Tribal DDB Amsterdam. It is a strong concept, but also great to work with a client that gives us this kind of freedom." |
