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WAKE UP THE TOWN TRAILER
TRIBAL DDB AMSTERDAM, Amstelveen / PHILIPS / 2011
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Overview
Synopsis
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.This trailer was the first in a series of 3.
It was placed on YouTube and seeded onto blogs to create an initial audience for this social experiment, the largest field study of its kind ever.
The launch of this trailer tied in with the start of winter days becoming noticeably shorter, and people’s minds start to dread the coming time of waking up in darkness.
BTW, the experiment worked. 98% of the townsfolk who took part have swapped their alarm clocks for the Philips Wake-up Light.
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