Philips – See What Light Can Do

The challenge

Move the lighting category from a functional to an emotional ground, positioning Philips as the leader.

The idea

Show people how light can enhance not just interior design, but our lives, and have unthought-of effect on the way we feel and act.

The campaign

The campaign’s role was to actively change the lighting inertia people suffer from. We put digital at the heart of the campaign, because this allowed us to do exactly this: take people on an emotional journey where they could explore, understand, configure, play, share and buy through many touch points – not just hearing, but experiencing first-hand what light can do.


  • DDB & Tribal Amsterdam


  • Philips Lighting


  • Print
  • Online
  • TVC
  • In-store