Philips Piano

A brilliant symphony of black and white
黑与白 谱写光影协奏曲

Philips is the global market leader recognized for setting the trends in home luminaire. Every year, the brand launches at least one breakthrough product; while winning prestigious international design awards for others.

The Philips Piano collection is a timely testament to exemplary design standards, in conjunction with the company's ‘Celebrating 90 years of design at Philips’. Inspired by the black and white keys of the instrument, Philips Piano collection plays up on stark contrast and clean flowing lines to reduce unnecessary visual clutter. Tasked with the launch campaign of Philips Piano collection because of in-depth understanding of the China market, culture, consumer mindset and multinational experience.

How to:
Inject young and modern elements into the Philips brand to attract younger consumers and communicate the technology and innovation of the products.

Hence:
The target audience was defined and in-depth research conducted on their needs for home and the impact of luminaire on their daily lives and emotions – combining the adjustable characteristics of the product, the product is integrated into home living. The functional characteristics of the product were demonstrated in the scenes of home living – relatable scenes of a day at home, allowing consumers to immerse in the "Piano" experience. The entire experience was fully extended through the location set, videos, window display, and key visual created.