We used this insight when we made our outdoor campaign, specifically targeting bus shelters.By using the existing back-light and a unique printing technique, the bus shelter ad visualized a shining silhouette of the Wake-up Light and turned the ad into a large product demo.

During the few bright hours of the day the billboard stayed blank.The only thing that showed was the campaign tagline:“Philips Wake Up Light. Brings you light when you need it the most.”

The Wake-up Light turned out to be one of the most desired Christmas gifts in the Nordic countries in 2010. And we brought a little light to the lives of the people in the pitch black weeks around Christmas, when our wake up light lit up the city of Oslo.