Seduction of the senses
Television The market launch of Philips' Aurea calls for new ways of advertising TV sets.
Television The market launch of Philips' Aurea calls for new ways of advertising TV sets.
With Aurea, Philips presents a new dimension in innovative Ambilight technology. The Aurea TV set impressively brings light and color to life and allows viewers to immerse themselves in the emotional experience that Ambilight creates. Philips is convinced that "Aurea marks the beginning of a new era in the way we watch television".
This is also reflected in the international campaign that DDB London has designed for more than 25 countries from Spain to Ukraine. In Switzerland, the adaptation is being managed by Carat Switzerland.
The new Aurea from Philips "seduces the senses and combines the rational world of technology with emotions, luxury and a touch of longing," says Raphael Wermuth from Corporate Communications at Philips Switzerland, explaining the concept.
Philips invested around 50 million euros in the "Seduction through light" campaign. The Aurea was to be shown in all its beauty, the design of which was inspired by the special use of light in the world of film and fashion. To this end, photographer Vincent Peters and Alber Elbaz, head designer for Lanvin, and Parisian jewelry designer Lorenz Baumer worked with film director Wong Kar Wai to create a campaign whose central motif is the seduction of the senses through light.
Fashion photographer Vincent Peters is famous for his pictures for Vogue, which have been taken for a number of well-known fashion brands. His photos for Aurea also clearly bear this signature. Light is used as a seductive compositional tool. "It is the light itself that creates an emotional connection to what you see. Light is always there, but nobody thinks about it or perceives it in any way. Light has a key function: It draws the viewer into the picture," says Peters. In addition to the Philips Aurea, international top model Rianne Ten Haken plays a leading role in the photos.
For the campaign, Philips also worked with the fashion label House of Lanvin in Paris to underline the claim of an unconventional, emotional and impressive, but also fashion-conscious campaign. The clothing used was designed by Alber Elbaz for Lanvin. He is celebrated internationally as one of the most innovative fashion designers. "Time magazine included him in its list of the 100 most influential people in the world this year," says Philips proudly of its new ambassador. From September 2007, Aurea will also be presented in Lanvin boutiques to emphasize the ambience of the exclusive stores with its special interplay of color and light.
The creativity of Parisian jewelry designer Lorenz Baumer was also incorporated into the campaign. His trademark is unmistakable, seductive creations. This is why Baumer designed the jewelry for the campaign. Having experienced Aurea himself, he says: "Aurea is a symbol of innovation, something that all creators strive arduously for. As soon as you start to see something on the screen, you are completely immersed in what is happening."
To create an experience that is sensual and beyond all previously known viewing habits, Philips finally collaborated with film director Wong Kar Wai. His short film for Aurea is also inspired by the idea of "seduction through light". The work celebrated its premiere in August at the International Consumer Electronics Fair in Berlin.
The campaign never mentions technology. The television is presented as a lifestyle icon. The campaign is aimed primarily at women - and is therefore placed in women's magazines. The exclusive print campaign was published in the September editions of Vogue in the UK, France, Germany, Italy and Russia. In Switzerland, it will appear in Bolero and SI Style, among others.
Andreas Panzeri
With Aurea, Philips presents a new dimension in innovative Ambilight technology. The Aurea TV set impressively brings light and color to life and allows viewers to immerse themselves in the emotional experience that Ambilight creates. Philips is convinced that "Aurea marks the beginning of a new era in the way we watch television".
This is also reflected in the international campaign that DDB London has designed for more than 25 countries from Spain to Ukraine. In Switzerland, the adaptation is being managed by Carat Switzerland.
The new Aurea from Philips "seduces the senses and combines the rational world of technology with emotions, luxury and a touch of longing," says Raphael Wermuth from Corporate Communications at Philips Switzerland, explaining the concept.
Philips invested around 50 million euros in the "Seduction through light" campaign. The Aurea was to be shown in all its beauty, the design of which was inspired by the special use of light in the world of film and fashion. To this end, photographer Vincent Peters and Alber Elbaz, head designer for Lanvin, and Parisian jewelry designer Lorenz Baumer worked with film director Wong Kar Wai to create a campaign whose central motif is the seduction of the senses through light.
Fashion photographer Vincent Peters is famous for his pictures for Vogue, which have been taken for a number of well-known fashion brands. His photos for Aurea also clearly bear this signature. Light is used as a seductive compositional tool. "It is the light itself that creates an emotional connection to what you see. Light is always there, but nobody thinks about it or perceives it in any way. Light has a key function: It draws the viewer into the picture," says Peters. In addition to the Philips Aurea, international top model Rianne Ten Haken plays a leading role in the photos.
For the campaign, Philips also worked with the fashion label House of Lanvin in Paris to underline the claim of an unconventional, emotional and impressive, but also fashion-conscious campaign. The clothing used was designed by Alber Elbaz for Lanvin. He is celebrated internationally as one of the most innovative fashion designers. "Time magazine included him in its list of the 100 most influential people in the world this year," says Philips proudly of its new ambassador. From September 2007, Aurea will also be presented in Lanvin boutiques to emphasize the ambience of the exclusive stores with its special interplay of color and light.
The creativity of Parisian jewelry designer Lorenz Baumer was also incorporated into the campaign. His trademark is unmistakable, seductive creations. This is why Baumer designed the jewelry for the campaign. Having experienced Aurea himself, he says: "Aurea is a symbol of innovation, something that all creators strive arduously for. As soon as you start to see something on the screen, you are completely immersed in what is happening."
To create an experience that is sensual and beyond all previously known viewing habits, Philips finally collaborated with film director Wong Kar Wai. His short film for Aurea is also inspired by the idea of "seduction through light". The work celebrated its premiere in August at the International Consumer Electronics Fair in Berlin.
The campaign never mentions technology. The television is presented as a lifestyle icon. The campaign is aimed primarily at women - and is therefore placed in women's magazines. The exclusive print campaign was published in the September editions of Vogue in the UK, France, Germany, Italy and Russia. In Switzerland, it will appear in Bolero and SI Style, among others.
Andreas Panzeri
