philips
philips
overview
WHAT I DID
Rolling with a simple insight, two other students and I worked on researching the Philips brand and the overall process a consumer would experience when purchasing a light bulb. Together we wrote the creative brief, presented to around 10 groups of creatives, and decided which group we wanted to work with. Afterwards, I helped manage the production phases and keep the work on brief. Finally, I assisted with the production of the video spot found below.
Never before had I thought about the fact that light bulbs are often included when you buy a house. Or how often you actually have to replace them. Or how do you decide what kind of light bulb you get when you go to the store. These are some of the questions I discovered as I dove into everything it takes to light your home. Light bulbs are so common we don’t usually think twice about them. But when we realized that Philips LED light bulbs last longer than it takes for a child to grow up and move out of the house, we had to stop and think more than twice. Time as a parent goes by so fast. Parents are constantly surprised at how fast their kids are growing up and find themselves wishing they could rewind time.
Starting completely from scratch, we dove into the Philips brand, specifically the LED light bulb, and found the following insights. The concept was then presented and later produced by our creative team. Though never put before a clients eyes, creating great campaigns for your own practice leads to creating great campaigns once in the industry. Help parents understand the impressiveness of a 25-year light bulb by helping them see how much can happen in 25 years.
the ask
the target
33 to 45-year-old parents with families who have one or more kids at home of various ages
They understand better than anyone how much can happen in 25 years
People who have lived in the same house for a couple of years
Lightbulbs are often included when you buy a house, so we wanted to focus on those who need to replace their cheaper, shorter-lasting bulbs
Parents who are working to be the best they can be
We wanted people who understood the sentimentality of a child growing up.
Philips LED light bulbs on average last longer than the years your child will spend at home
brand truth
We live A LOT of life in 25 years.
"I don't know how time goes by so fast when my kids are growing up. I want to get the most out of every moment because I know they'll be off to college in the blink of an eye."
human truth
the strategy
Philips LED light bulbs help parents enjoy every moment, from bringing the first baby home from the hospital to dropping them off at college, without the hassle of changing the light bulbs.
With all the things that parents tackle, from putting together the nursery to helping them set up their dorm room, changing a lightbulb won't have to be one of them.
the promise
the support
Looking back, 25 years as a parent can seem so quick, but a 25-year light bulb is astounding
Although GE LED light bulbs are more popular, Philips LED light bulbs, on average have a longer life
Saves money in purchasing light bulbs and lowers electricity bill
SENTIMENTAL
FUN
NOSTALGIC
the tone
the idea
PUTTING THE LIGHT INTO 25 YEARS OF LIFE
THE WORK
This spec project originated from BYU AdLab's Pitch Tank. Sometimes in advertising, the account team and the creatives end up going in different directions, when in reality, together is almost always better. Realizing this dilemma, a few students in the BYU Adlab came up with the idea of ‘Pitch Tank’ where, much like CNBC’s Shark Tank, ideas were fought for. A team of account students created a brief that was then pitched and fought over by teams of creatives.
account manager: Cameryn Rupa
account planners: Megan Stonely and Shaylee Taylor
art directors: Coni Ramirez and Isabella Boss
copywriter: Allie Jones
content creator: Amanda Rasmussen