Category: Internet Film
Advertiser: PHILIPS
Product/Service: WAKE-UP LIGHT
Agency: TRIBAL DDB AMSTERDAM
Production Company: STAMP FILMS, London, UNITED KINGDOM
Date of First Appearance: Nov 17 2010
Chief Creative Officer: Neil Dawson
Executive Creative Director: Chris Baylis
Creative Director: Mariota Essery/Paul Fraser
Copywriter: Paul Fraser
Art Director: Mariota Essery
Agency Producer: Jeroen Jedeloo/Jolly Banerjee
Account Supervisor: Sandra Krstic/Dudley Desborough
Producer: Scott O' Donnell
Director: Doug Pray
Sound Design/Arrangement: Garron Chang
Account Manager: Nick Bassermann
Planner: Joey Duis
Director Of Photography: Denzil Armour-Brown
Other Credits: Michael Gossen (Colorist)
English Description
Philips literally went to the end of the earth to prove the effectiveness of its Wake-up Light. The nearest town to the North Pole was the setting for an experiment, to test how light makes it easier to wake up on dark winter mornings.
Why this town? The people live in total darkness for four months in winter, making it the hardest town in the world to wake up in. If Philips Wake-up Light can work here, it can work anywhere.
To promote the experiment, Doug Pray made mini-documentaries about some of the quirky townsfolk taking part. This is one of those films: Tom the teacher wakes up for his students.
These amazing mini-docs were shared on YouTube, Facebook and the campaign site to create interest in the town and the experiment.
BTW, the experiment worked. 98% of the townsfolk who took part have swapped their alarm clocks for the Philips Wake-up Light.