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Danceformation by Philips — indelible blend of the art of dance with the beautiful Philips designs.

6 most expressive Philips products embodied in movement, music and visual aesthetics of 6 dances.



Task

  • Overcome a perception barrier of Philips as an old and boring brand from 90s.


  • Change the perception of Philips from conservative to innovative and stylish.

  • To represent the innovative products of Philips to the young TA in an engaging way.



ROLE


Campaign ideation, video concepting, dancers look&feel art-direction.




First sketches represented the idea: express each product as a dance and key technical features of the products as the key dance moves.




Moodboards defined the dance & music style, look & feel and atmosphere of each dance.


Every dance story had 3 key advantages of the product woven into it.


Interactive videos on a website allowed users to learn more about the product or shop online.






RESULTS


International collaboration of Ukrainian creatives and American-Austrian-Hungarian dancers led to:

  • 150.000 unique site visitors

  • 212.519 video views ona website

  • > 2,5 minutes spent on the website


For the whole year our videos have adorned the Philips headquarter’ lobby in Amsterdam.


Awards: FWA, Golden hammer, Digital propeller, White square, ADC*UA, KIAF.




Created in ISD Group.