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Alley

Alley | Philips | Ogilvy
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basics
Industry: Electronics & Audio-Visual
Media:Print
Published:2012
Market:India
Style: Minimalism
descriptioncnen
Brief Explanation
In the age of gizmos, super hightech stuff and such, torch no matter what light it threw, was not the most interesting of products. It held no novelty value. So apart from communicating the product attributes, we had to make the communication attractive enough to add sheen to the product.

Describe the brief from the client
Create communication for Philips LED torches - highlighting the white-light that it threw which was much brighter than that thrown by torches with regular bulbs.

Design Process
We started with the thought, that light from our product would be like day light. So we started with ideas where we showed night scenes, but shot during the day. Basically, executions with bats, watchman, candlelight, etc. The only problem was that, while the light was there [in situations that seemed like the middle of the night], our product, the torch was missing from the picture. So we said how about showing the same ad with a beam of light coming out of our torch. And that’s what we did. And the difference was as stark as night and day!

Results
Lot of hits on the site. Store enquiry up. And general excitement/buzz about a product that got passed on to other products in the extensive Philips portfolio.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Photography:
Account Supervisor:
awards
Cannes Lions International Festival of Creativity 2013
Silver Design
Posters
Cannes Lions International Festival of Creativity 2013
Bronze Outdoor
Photography
Cannes Lions International Festival of Creativity 2013
Bronze Press
Art Direction
Cannes Lions International Festival of Creativity 2013
Bronze Press
Home Appliances & Furnishings
London International Advertising Awards 2013
Gold Design
Art Direction Campaign
London International Advertising Awards 2013
Silver Outdoor
Use of Photography Campaign
London International Advertising Awards 2013
Bronze Design
Use of Photography
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