Philips Lighting unhaunts most terrifying house in OZ in new work via Eleven and TBWA\Sydney
CB Exclusive – 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 – part of an integrated campaign led by Eleven in partnership with TBWA\Sydney and Integer.
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.
Before 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 the 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 an 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 how 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.”
Eleven
Managing Director: Roberto Pace
General Manager: Fiona Milliken
Account Director: Jade Glashoff
Account Manager: Jade Barringer
Account Executive: Caitlin Jokovic
TBWA Sydney
Chief Creative Officer: Andy DiLallo
Creative Director: Russ Tucker
Senior Art Director: Mark Tallis
Senior Writer: Cameron Dowsett
Senior Producer: Amanda Cairns-Cowan
Strategic Planner: Natalie Rempalski
Integer
General Manager: Wylie Fowler
Senior Account Director: Vanessa Di Blasio
Senior Account Manager: Alexandra Hunt
Senior Account Manager: Maria Buckley
Production Partners
Director: Steve Back
DOP: Bruno Kataoka
Editor: Andy Kristiaman @ Carve & Stitch
Sound Design: Beau Silvester
Colourist: Marcus Timpson
Interior Design: Sarah Ellison
12 Comments
brilliant
I thought the way they “secretly” filmed them was creepier than the ghosts. Especially the looking thru things. Obviously they had consent but it was just a bit icky.
this is a really good idea
This is great. Nice one, you nerds.
Great idea!
something awesome
Scarily good. Bastards!
I like it. Was hoping they would scare the couple with some red flashes
Raises hand. Who else other than industry will A) See this and B) Care enough to watch it ?
News.com have run a story on it http://www.news.com.au/lifestyle/home/interiors/why-so-many-aussies-are-scared-of-the-dark/news-story/617cc2c5c8e224ad4256c33d86b8a1f8
As have TV news covered it.
It’s obvious most the comnents are from the folk at TBWA.
It’s good but not great. Idea is solid. Execution could have been crafted better.
6.9 / 10.
This is great, nice one Cam and Mark. Not as good as the MJ Bale snackable content but that’s always gonna be hard to beat.