The brief was simple, yet challenging – How do you sell a light bulb that changes colours?
Hue might come across as a frivolous product. But it’s in the market to do one thing really well – add colours to our lives.
So, to prove that, we knew it had to be a product demonstration. Unlike any other.
We created a unique live brand experience that fused culture, art and entertainment, and put Hue at the heart of the entire experience.
Romeo & Juliet, the world’s first play directed by light.
47 Philips Hue lights x Improv actors x A live audience.
Playing roles from the infamous classic without a script, our improv actors took directions from light. As the plot continued to evolve throughout the play, the performance demonstrated how different light can change moods instantly. Especially one that has over 16 millions colours to choose from.
The live brand experience was held in Sydney, and the theatrical play was then brought online – where the rest of the world could witness their own different endings of Romeo & Juliet, based on their Hue selections on YouTube.
Gold, Promo & Activation: Events & Stunts // Silver, Media: Events & Stunts – Creative Circle Awards 2017