Many people wake up to the sound of their alarm clock and think ‘I'm not a morning person’. So we started a live social experiment to change the way people feel when they wake up. Alarm clocks were swapped with the Wake Up light and we recorded the results in the world's biggest wake-up challenge.
Europe's worst morning people were recruited via nominations in a Facebook film. Hundreds of people were given the light. Philips followed two of the worst zombies with a film crew and created two documentaries. An app with daily infographics also encouraged others to download the app and join the challenge. Successful? People experienced better mornings and and it significantly improved people's moods. The results were conclusive: 98% preferred waking up to light.
Role
Art direction, scenario concepts + visual story launch spot @ Tribal DDB
Awards, publications
Cannes Lions: Film nomination
One Show: Merit award, Interactive - Graphic Design
Webby Awards: Honoree, Website Design, Animation-Motion Graphics
Creativity-online: Pick of the day
Bestadsontv.com: Feature article
Adweek.com: Fuel the Future