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Creative

Philips Lighting Unhaunts The Most Terrifying House in Australia

Part of an integrated campaign led by Eleven in partnership with TBWA\Sydney and Integer

Philips Lighting Unhaunts The Most Terrifying House in Australia

Philips Lighting has proved that the right light can transform the mood of any home, even the most haunted dwelling in Australia, the Manly Quarantine Station.

In the experiment, a skeleton crew used Philips Hue and LED lighting products and minimal props to transform the Nurses' Quarters, a place with an horrific past, into a warm and inviting space.

The campaign is the first ever 'Unhaunting', and runs across PR and social.

The Unhaunting 2_preview.jpgBefore the renovation, a paranormal expert visited the site and confirmed it was one of the most actively haunted sites in the country.

To put it to the test, an unsuspecting couple was invited to spend the night, with theThe Unhaunting 3_preview.jpg gruesome details of the home's past left out, selling it to them as a romantic night away.

The #lightover (short for light makeover) was a success, with the couple none the wiser in spending the night in what paranormal experts refer to as 'The Demon Room', though they did decline anThe Unhaunting 4_preview.jpg invitation for a return visit.

Says Simon O'Donnelly, marketing manager, from Philips Lighting ANZ: "Our mission is to take light beyond illumination, making people safer, happier and more comfortable in their homes. We've loved showing howThe Unhaunting 5_preview.jpg dramatically light can transform not only a space, but the way we feel."

Says Andy DiLallo, chief creative officer, TBWA Sydney: "This campaign was designed to demonstrate the effect lighting has on our mood. In the most dramatic of fashions, we plucked an everyday couple out of their everyday routine and tested our theory. Luckily they were pretty forgiving when we shed some light on the truth of their little getaway. Luckier still, we had an amazing client who was brave enough to buy into a scarily good idea.

Says Roberto Pace, managing director, Eleven: "With nearly three quarters of Australians admitting they're afraid of the dark, we tapped into this common fear, and used the insight to create a compelling story and piece of content that resonates with Aussies. I'm just glad I didn't personally see any ghosts."

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Client

Advertiser: Philips Lighting

Creative Agency

Creative Agency: Eleven + TBWA\Sydney

Chief Creative Officer: Andy DiLallo

Managing Director: Roberto Pace

Account Executive: Caitlin Jokovic

General Manager: Fiona Milliken

Senior Copywriter: Cameron Dowsett

Senior Art Director: Mark Tallis

Senior Producer: Amanda Cairns-Cowan

Strategic Planner: Natalie Rempalski

Creative director: Russ Tucker

Account manager: Jade Barringer

Production Company

Director: Steve Back

DOP: Bruno Kataoka

Offline

Edit Company: Carve & Stitch

Editor: Andy Kristiaman

Music

Sound Design: Beau Silvester

Digital Production Company

Colourist: Marcus Timpson