Philips sought to demonstrate the effectiveness of its wake-up light, designed to simulate a natural sunrise and improve the waking experience.

Research has shown that exposure to natural light is vital for regulating sleep patterns and improving mood. In extreme conditions like Longyearbyen, the lack of sunlight during winter can exacerbate feelings of lethargy and depression. This context provided a rich landscape for Philips to explore the real impact of its wake-up light on residents' daily lives. By directly engaging the community, Philips aimed to underline the product's relevance and effectiveness in significantly challenging circumstances.

The campaign, named "Wake Up The Town," involved distributing several hundred Philips wake-up lights to residents, inviting them to track their experiences and share their feelings each morning. A dedicated campaign website showcased the ongoing experiment, featuring data, testimonials, and stories from the townsfolk. Additionally, documentary videos directed by Doug Pray highlighted not only the residents’ personal journeys but also the stark beauty and challenges of life in Longyearbyen. This compelling storytelling approach allowed Philips to connect emotionally with audiences, demonstrating the importance of light in enhancing well-being.

The "Wake Up The Town" campaign gained widespread media attention and shared stories resonated with viewers, leading to increased engagement across social media platforms. The experimental nature of the project effectively showcased the benefits of the wake-up light, resulting in notable sales increases and a strengthened brand presence. Residents provided overwhelmingly positive feedback, indicating improved waking experiences and overall moods. Ultimately, the campaign positioned Philips as a leader in innovative solutions for enhancing well-being, proving that thoughtful design can make a tangible difference in people’s lives.