Philips DanceFormation ad campaign
ad campaign
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.
* Password for vimeo video: talatach
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.
