A light for every room, a colour for every moment. Philips Hue is no stranger to elevating the atmosphere in your home, but it was time for a change of direction.
Philips Hue came to us with an opportunity to set a new direction for the brand, by creating a full-funnel emotionally driven campaign that attracted and converted new audiences. But to do that, it was time to flip the switch and become more than just a light.
Early on in our research, we found that smart lighting was mainly in the discovery stage but audiences were slowly realising the potential it could have on their lives. So the answer was staring us right in the face: rather than leaning in on the product, lean in on the emotional elevation it brings the owner.
We created Live with more, an emotive campaign that heroes the transformation that only Philips Hue can inspire. But to get to the end creative, there was still a lot to define before production.
We wanted the creative to capture emotion while being cinematic and human while showing how the products worked in different scenarios and spaces. So, across their two core collections of ambient and entertainment lighting, we built out five scenes; The Birthday Party, The Family Movie, The Tablet, The Intense Game, and The Night Out.
All that was left to do was bring it to life.
Our hero scenes were broken down into 3 phases; awareness, consideration and conversion. From there, we concepted, and created shot lists for over 100 assets across numerous social and digital outputs – with tailored executions created for each platform.
