To promote a line of LED torchlights by Philips, ad agency Ogilvy India created a campaign that cleverly illustrates the brightness of the torches.
The creative team began with the idea that the light from the LED torch would be as bright as day light. From there, they started throwing around ideas “showing night scenes, but shot during the day, with bats, watchman, candlelight and so on”.
However, they realized that while the idea illustrated “light” in situations that seemed to be in the middle of the night, the product was missing from the picture.
The team then decided to use pictures of a forest, gorge and alleyway, with the bright sky representing a beam of light emitted by the Philips LED torch in the middle of the ad.
[via The Inspiration Room]