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Brief Published: 22 Nov 2010

Waking Longyearbyen


Philips is brightening the days of those living in the Norwegian town of Longyearbyen thanks to an experiment called 'Wake Up The Town' which aims to promote the company’s Wake-up Light. The town doesn’t see sunlight for four months during the winter so the theory is that people should feel fresher and more energised when using the light.

The brand created an online hub featuring information about the town and interviews with residents, product details and films documenting the project. The initiative echoes that of Tropicana, which last year took an enormous artificial sun – made out of hundreds of lights attached to an enormous spherical helium balloon to a town in the north of Canada to reflect its “Brighter Mornings” positioning.