MAKE ME A MORNING PERSON by Tribal Amsterdam for Philips

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MAKE ME A MORNING PERSON

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market Netherlands
Agency Tribal Amsterdam
Executive Creative Director Chris Baylis
Art Director Chris Barton
Producer Robert Roosenstein
Strategic Planner Miranda Van Gendt
Released October 2011

Credits & Description

Category: Online Digital Design
Advertiser: PHILIPS
Product/Service: WAKE-UP LIGHT
Agency: TRIBAL DDB AMSTERDAM
Executive Creative Director: Chris Baylis (Tribal DDB Amsterdam)
Creative Director/Concept/Copy: Paul Fraser (Tribal DDB Amsterdam)
Assistant Creative Director/Concept: Mariota Essery (Tribal DDB Amsterdam)
Design Director: David Navarro (Tribal DDB Amsterdam)
Art Director: Chris Barton (Tribal DDB Amsterdam)
Global Business Director: Sandra Krstic (Tribal DDB Amsterdam)
Strategy Director: Antoinette Hoes (Tribal DDB Amsterdam)
Strategic Planner: Miranda Van Gendt (Tribal DDB Amsterdam)
Head Of Art: Mike Hambleton (Tribal DDB Amsterdam)
Design: Kevin Yaun/Jenny Johannesson (Tribal DDB Amsterdam)
UX Director: David Vogel (Tribal DDB Amsterdam)
UX Designer: Joeri Kiekebosch (Tribal DDB Amsterdam)
Technical Lead: Jan Willem Penterman (Tribal DDB Amsterdam)
Project Manager: Sophie Rhys Evans (Tribal DDB Amsterdam)
Producer: Robert Roosenstein (Tribal DDB Amsterdam)
Production Company (Digital): (Mediamonks)
Production Company (App): (Elements Interactive)
Production Company (Archetype Films): (Mini Vegas, Keytoon)
Production Company (Minidocs): (Revolver)
Sound Design: (Wave Studios)
Media placement: Campaign trailer - Facebook, YouTube, seeded on various blogs - 16 september 2011
Media placement: Facebook application - Facebook - 12 september
Media placement: iPhone application (Wake App) - iTunes store, Facebook-page - 14 oktober
Media placement: Mini docs - Facebook, YouTube, seeded on various blogs - 28 october 2011

Describe the brief from the client
The Philips Wake-up Light is the natural way to wake up. Instead of waking up to your alarm clock, you wake up gradually to light, making you more alert, feel better and happier in the morning. While people understand what the Wake-up Light does, people don’t understand the benefits. We set out to prove that the Wake-up Light really can make a difference in the mornings by recruiting the world’s worst morning people to take part in the biggest social experiment ever conducted.

Describe the challenges and key objectives
Our target audience were people who struggle to wake up in the morning, and we were asking them to participate in a social experiment that meant doing something as soon as they woke. We had to convince them this was worth doing, because it would be entertaining and fun. The design had to convey this at every stage. It also had to link data input (through an iPhone app) to data output (through infographics on Facebook). Our visual language created world of charm and playfulness. It also had to make data results look simple and joyful to navigate.

Describe how you arrived at the final design
Our visual language used familiar morning icons, like roosters and coffee cups, to represent waking up. These were rendered in a home-made paper feel to make the challenge feel like a game anyone could join in. The charm of the animations for these icons appealed to the inner child in even the worst morning grump. Bright colours signified the brighter mornings the product promised. And the child-like simplicity of each environment warmed up a deceptively clean design for sleepy brains to easily navigate.

Give some indication of how successful the outcome was in the market
People played on the site for 4 minutes, on average. Over 5,000 people joined the experiment, downloaded the mobile app and most importantly they continued to take the daily test for the period of the campaign, completing their own tests and keeping our data rich. On Facebook, positive comments were received for the design by the community.