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Winner Story
Launch of Philips Sleep Headphones with Kokoonby Lightdrop
How often does an agency get to promote a product so integral to people’s daily routines that it will be used for one-third of their lives? LA-based agency Lightdrop jumped at the chance to produce the launch campaign video for the Philips Sleep Headphones by Kokoon. Designed to be worn while sleeping, the headphones are a technological breakthrough combining the latest in sleep tech with the most comfortable design on the market. See how Lightdrop brought together hand-drawn animation, VFX and an Emmy-award winning director to execute their creative vision that won the 2023 Best in Show for Online Advertising & Marketing – Video.
What made the partnership with Philips and Kokoon special?
It’s rare you get a chance to work on a project that can literally benefit people for a full third of their lives – the time they spend sleeping. So when Philips and Kokoon reached out to us about their revolutionary Sleep Headphones, we were thrilled to come on board. Both Philips and Kokoon are companies founded on innovation, so we knew the challenge of working on the project would bring out our best – and it did. Our Kickstarter campaign was a resounding success – we were beyond excited to be acknowledged with a Davey ‘best-in-show’ award for the work.
Describe your biggest obstacle or challenge for this launch.
Creating good synergy and project workflow between agency and client is crucial for any launch. But when you have two co-partners on a project, the challenges become even more complex.
Now imagine one of those partners (Philips) was founded at the end of the 19th Century, and the other at the start of the 21st Century (Kokoon.) And one company is a multinational health technology conglomerate, while the other is a dynamic newcomer.
How to bridge those differences while maintaining their shared vision for better health through technological innovation? This was a central challenge requiring a constant trimming of the sails. But there was one specific approach we found invaluable: listening. Really listening to what each partner’s needs and goals were. By employing this simple yet powerful mindset, we were able to keep the project on track and on target even with multiple stakeholders at the table.
How did the video and campaign contribute to Lightdrop’s mission?
We’re a decidedly client-focused agency. This approach informs everything we do. When we choose to work with a client, it’s important we’re aligned with the company’s values as well. So it’s not enough to merely promote our client’s growth, we focused on championing their vision as well. This campaign allowed us to do just that by showcasing their groundbreaking product and educating people around the globe on the value of a quality sleep.
The launch video was a creative journey, directed by our very own Emmy-award winning director, Carlo Alberto Orrechia. Set against the backdrop of a genuine Los Angeles loft bedroom, we meticulously planned the extended light design to ensure Philips’ brand colors were showcased prominently. Our animation department brought to life VFX shots that beautifully illustrated the Philips Sleep Headphones fitting snugly within the ear canal, plus hand-drawn animations to vividly portray a character enjoying undisturbed sleep in various noisy environments.
What’s your biggest learning or takeaway from this project?
How leveraging the power of compelling storytelling with the passion of community can do big things. We knew at the outset that this was a product which had the potential to connect to something bigger than itself. Sleep is something deeply personal and yet intrinsically universal. So our campaign’s aim was nothing short of creating a brand story which connected to – and fostered – a global, sleep-conscious community. Our metrics and product engagement show we’ve done just that.
How does Lightdrop define creative success?
Creative success for Lightdrop is integrally bound to the ultimate success of our clients and partners. If we’re winning awards but aren’t achieving the goals we set for our client, then that would be a clear creative failure. We never lose sight that the creative should always be in service of our client’s needs – never the other way around. So when we do win awards like our Davey for our work with Philips and Kokoon, it’s incredibly gratifying because we know it’s a holistic victory for both ourselves and our clients.
