Afterglow for Philips

Strategy  ┃  Creative Direction  ┃  UX/UI  ┃  Marketing

NewGlue

Eniro

Robin by Eniro

Skippo

SAD Studios

Philips - Afterglow

Lexus - Darkride

Work

Summary

Together with small Stockholm based ad agency A&W, I was creative lead in bringing the critically acclaimed commercial ski-film Afterglow to life. To promote Philips TV’s unique feature “Ambilight”, we had to think differently and took a bold, innovative approach - both creatively and conceptually - to break through the crowded market landscape of television brands. Instead of promoting the product in traditional 30 second commercials, we set out to craft a 15 minute feature film with a never-seen-before approach in extreme sports - a context that we knew would attract buzz in communities of Philips target audience (a young, predominantly male audience).

We built full-body suits with Philips’ own light-tech “Ambilight”, dressed up some of the world’s best offpist skiers and threw them out on some of the most dangerous mountains - in the middle of the night - in a massive PR stunt. This was next level influencer- and content marketing, and turned out to be a big success.

In a second phase, we further engaged the community by building a never-seen-before online ski game that continued to shift the perception of Philips.

Approach

We launched the film with a lot of buzz and invited journalists from tech and sports to the official movie premiere.
We created tons of visually appealing content and spread it on Instagram and Pinterest - getting attention from hundreds of bloggers.
We launched social media ads, display banners on relevant sites and more.
The campaign was also supported by the skiers pushing it on own channels.
As an extension of the successful launch of the ski-film, we created a WebGL based 3D ski game that brought thousands of users into our virtual ski park, and further built buzz and activation in key target groups for Philips.

Results

Afterglow was a massive hit and gained buzz all over the world in key target groups for Philips, resulting in a spike in sales of their ambilight TVs
Philips also saw a shift in brand awareness among young consumers on key markets, moving the brand into a category of artistry, creativity and progressiveness.
Afterglow won several marketing awards, including an Guldägg.
Awarded at the Awwwards.
Received Cannes Lions Short List Diploma
Won multiple awards at Ski Film Festivals, including Best Cinematography and Best Short Movie Award at both iF3 (the international Freeski Film Festival) and Powder Awards, DAFF, Mt Baker Film Fest, official selection in BOFF, EOFT, Homer Outdoor Film Festival, finalist in BANFF.
Received rave reviews in press, including Hypebeast, Huffington Post, DesignBoom, Mail Online, Cool Material and The Awesomer.
Official “Staff Pick” at Vimeo.
Reached over 6.5 million views on Youtube and Vimeo within a few months with tens of thousands of viewers commenting on the amazing effects of the ambilight technology.
The 2nd phase of the campaign, the online ski game, gained buzz in tech- and gaming communities, as a few hundred thousand users played the game during the campaign,