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Creative

This Powerful VELUX Film is (Hopefully) a Breath of Fresh Air

lbbonline.com, 2 months ago

Danish agency &Co. helps VELUX turn unseen scientific research into over 80 million video views

This Powerful VELUX Film is (Hopefully) a Breath of Fresh Air

A girl, a glass house, and no fresh air: these are the main ingredients of the video at the heart of roof window and skylight manufacturer, VELUX’s, ‘Indoor Generation’ campaign. The campaign, made in collaboration with Danish creative agency &Co., raises awareness of the fact that we spend 90% of our time indoors and how that can be critical to your health if you’re living in an unhealthy home (i.e. buildings that have damp, lack of daylight, inadequate heating during the winter or overheating problems). Problems that have been largely unknown to the general public until now.
 
The campaign is based on numerous academic research studies - both independent and conducted by VELUX’s in-house team of academic experts. Together, they unearthed many insights that led to today’s society being coined ‘The Indoor Generation’.

This remarkable, three-minute film has hit a nerve all over the world, with over 80 million views and counting. And according to Viral Thread, it is already the UK’s most-viewed branded video of 2018. 
 
This is no coincidence. It’s down to careful planning.
  

 
“We wanted people to be able to recognize themselves as part of The Indoor Generation and really feel – both mentally and physically - the importance of this agenda. We set out to create a campaign that travels between people, and we managed that by tapping into intrinsically human insights - and by integrating the creative development with the distribution strategy from day one,” says &Co. Head of Brand Activation and Social, Morten Saxnaes.

“When we saw the mass of research and data, we were horrified,” adds Robert Cerkez, Creative Director and co-founder of &Co. Diving into the extensive research material collected by VELUX, including own research and studies by esteemed academic institutions such as University of Oxford, Harvard University and Fraunhofer IBP, main campaign insights were shaped:
 
            •           People spend 90% of their lives indoors 
            •           Indoor air can be up to five times more polluted than outdoor air
            •           Damp and mouldy homes increase the risk of asthma by 40% 
            •           Lack of daylight makes 15% of people sad
            •           Daylight can boost children’s learning by 15% 
            •           Children’s bedrooms are often the most polluted 

“Together with VELUX, we felt society at large had a right to know about this. So instead of talking about windows, we decided to talk about ‘the problem’,” continues Robert Cerkez of &Co. “For which, VELUX products are of course one of the solutions for the Indoor Generation, but only a part. The ‘Indoor Generation’ is breaking open a discussion between many stakeholders and the general public.”
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Client

Advertiser: VELUX

Creative Agency

Creative Agency: &Co.

Creative Director: Robert Cerkez

Copywriter: Peter Dinesen

Art Director: Henrik Tvilling

Producer: Anne-Mette Lund

VFX: Bacon X

Designers: Anders Martin Jensen and Brian Dahl

Account Manager: Sarah Gandil

Account Director: Christian Grosen

Media Agency

Media Agency: Oath Nordics

Account Director: Kenneth Landbo

Project Manager: Louise Brogaard

Strategist: Rasmus Mikkelsen

Publishing Manager: Jan Jakob Holm-Weber

Production Company

Production Company: Bacon

Executive Producer: Mette Jermiin

Director: Martin de Thurah

DOP: Kasper Tuxen

Producer: Charlie Gaugler

Stylist: Melanie Buchhave

Gaffer: Thomas Bekker

Key Grip: Christian Brøndum

Sound Recordist: Jamie Louis Thurman

Steadicam Operator: Flemming Laybourne

Focus Puller: Daniel Parmo

Make Up: Jeanette Svendsen

Wardrobe: Melanie Buchhave

Casting: Claire Catterson, Art Cast, Lena Påske, Another Casting Company

Best Boy Grip: Alex Suhr

Set and Props Modelling: Wonderland

Production Manager: Birgitte Rask

Production Designer: Simone Grau Roney

Production Assistant: Laura Valentiner-Bohse

Post Production / VFX

Post Production Company: Bacon X

Editor: Olivier Bugge Coutté

Music

Composer: Simon Torp Littauer / Adrian Aurelius Skovgaard Nielsen / Gregers Mærsk Møller

Sound

Sound Company: Ballad

Print / OOH

Photographer: Søren Solkær

Print Producer: Christina E. Nielsen (VELUX Production Manager)

Category: Home appliances , Windows