Solution

First of all, we sorted out the fundamental purpose of this product listing and the core problem to be solved. As a heavyweight new product of Philips, the "Piano" collection not only appears as a "heavyweight" product, but also a strategic product that injects a young and modern character into the Philips brand. Hence, we clearly defined the target audience and conducted in-depth research on their needs for home and the impact of luminaire on their daily lives and emotions – lighting is indispensable and a very important element for a warm, cozy home for young people. Combining the adjustable characteristics of the product, the product is integrated into home living, witnessing every warm and cozy moment. The functional characteristics of the product were not directly showcased, but instead demonstrated in the scenes of home living – relatable scenes of a day at home, allowing consumers to immerse in the "Piano" experience. The entire experience was fully extended through the location set, videos, window display, and key visual we created. 

Result

Philips Piano collection achieved record-breaking sales in China and the creative campaign was subsequently adapted for other markets. Watch the video here.

Background

Philips is the global market leader recognized for setting the trends in home luminaire. Every year, the brand launches at least one breakthrough product; while winning prestigious international design awards for others. Launched in 2015, the Philips Piano collection is a timely testament to exemplary design standards, in conjunction with the company's ‘Celebrating 90 years of design at Philips’. Inspired by the black and white keys of the instrument, Philips Piano collection plays up on stark contrast and clean flowing lines to reduce unnecessary visual clutter. we were tasked with the launch campaign of Philips Piano collection because of our in-depth understanding of the China market, culture, consumer mindset and multinational experience.

Challenges

The luminaire market is almost saturated, and creative luminaire are emerging one after another. For the traditional giant Philips, the "Piano" collection faced two challenging tasks: 
 

• Inject young and modern elements into the Philips brand to attract younger consumers.
• Communicate the technology and innovation of the products.

Scope 

Strategy, Concept, Key Visual, Creative and Art Direction, Graphic Design, Copywriting, Video Production, Photography, In-store Window Display and Guideline 

Background

Philips is the global market leader recognized for setting the trends in home luminaire. The Philips Piano collection is a timely testament to exemplary design standards, in conjunction with the company's ‘Celebrating 90 years of design at Philips’. Inspired by the black and white keys of the instrument, Philips Piano collection plays up on stark contrast and clean flowing lines to reduce unnecessary visual clutter. We were tasked with the launch campaign of Philips Piano collection because of our in-depth understanding of the China market, culture, consumer mindset and multinational experience.

Challenges

The luminaire market is almost saturated, and creative luminaire are emerging one after another. For the traditional giant Philips, the Piano Collection faced two challenging tasks: 

• Inject young and modern elements into the Philips brand to attract younger consumers.
• Communicate the technology and innovation of the products. 

Background:

Philips is the global market leader recognized for setting the trends in home luminaire. Every year, the brand launches at least one breakthrough product; while winning prestigious international design awards for others. Launched in 2015, the Philips Piano collection is a timely testament to exemplary design standards, in conjunction with the company's ‘Celebrating 90 years of design at Philips’. Inspired by the black and white keys of the instrument, Philips Piano collection plays up on stark contrast and clean flowing lines to reduce unnecessary visual clutter. We were tasked with the launch campaign of Philips Piano collection because of our in-depth understanding of the China market, culture, consumer mindset and multinational experience.

Challenges:

The luminaire market is almost saturated, and creative luminaires are emerging one after another. For the traditional giant Philips, the "Piano" series faced two challenging tasks: 

• Inject young and modern elements into the Philips brand to attract younger consumers.
• Communicate the technology and innovation of the products. 

Solution:

First of all, we sorted out the fundamental purpose of this product listing and the core problem to be solved. As a heavyweight new product of Philips, the "Piano" series not only appears as a "heavyweight" product, but also a strategic product that injects a young and modern character into the Philips brand. Hence, we clearly defined the target audience and conducted in-depth research on their needs for home and the impact of luminaire on their daily lives and emotions – lighting is indispensable and a very important element for a warm, cozy home for young people. Combining the adjustable characteristics of the product, the product is integrated into home living, witnessing every warm and cozy moment. The functional characteristics of the product were not directly showcased, but instead demonstrated in the scenes of home living – relatable scenes of a day at home, allowing consumers to immerse in the "Piano" experience. The entire experience was fully extended through the location set, videos, window display, and key visual we created. 

Result:

Philips Piano Collection achieved record-breaking sales in China and the creative campaign was subsequently adapted for other Asian markets. Watch the video here.

Solution

We clearly defined the target audience and conducted in-depth research on their needs for home and the impact of luminaire on their daily lives and emotions – lighting is indispensable and a very important element for a warm, cozy home for young people. Combining the adjustable characteristics of the product, the product is integrated into home living, witnessing every warm and cozy moment. The functional characteristics of the product were not directly showcased, but instead demonstrated in the scenes of home living – relatable scenes of a day at home, allowing consumers to immerse in the "Piano" experience. The entire experience was fully extended through the location set, videos, window display, and key visual.

Result

Philips Piano collection achieved record-breaking sales in China and the creative campaign was subsequently adapted for other markets. Watch the video here.

Background

Philips is the global market leader recognized for setting the trends in home luminaire. Every year, the brand launches at least one breakthrough product; while winning prestigious international design awards for others. Launched in 2015, the Philips Piano collection is a timely testament to exemplary design standards, in conjunction with the company's ‘Celebrating 90 years of design at Philips’. Inspired by the black and white keys of the instrument, Philips Piano collection plays up on stark contrast and clean flowing lines to reduce unnecessary visual clutter. we were tasked with the launch campaign of Philips Piano collection because of our in-depth understanding of the China market, culture, consumer mindset and multinational experience.

Challenges

The luminaire market is almost saturated, and creative luminaire are emerging one after another. For the traditional giant Philips, the "Piano" collection faced two challenging tasks: 

• Inject young and modern elements into the Philips brand to attract younger consumers.
• Communicate the technology and innovation of the products.

Solution

First of all, we sorted out the fundamental purpose of this product listing and the core problem to be solved. As a heavyweight new product of Philips, the "Piano" collection not only appears as a "heavyweight" product, but also a strategic product that injects a young and modern character into the Philips brand. Hence, we clearly defined the target audience and conducted in-depth research on their needs for home and the impact of luminaire on their daily lives and emotions – lighting is indispensable and a very important element for a warm, cozy home for young people. Combining the adjustable characteristics of the product, the product is integrated into home living, witnessing every warm and cozy moment. The functional characteristics of the product were not directly showcased, but instead demonstrated in the scenes of home living – relatable scenes of a day at home, allowing consumers to immerse in the "Piano" experience. The entire experience was fully extended through the location set, videos, window display, and key visual we created.

Result

Philips Piano collection achieved record-breaking sales in China and the creative campaign was subsequently adapted for other markets. Watch the video here.