Velux continues to develop its brand platform with the launch of “Planes”, a new spot created together with the agency Twenty that explores the emotional connection between people and the sky. The piece is built from the perspective of a girl fascinated by airplanes, who finds in them something more than a symbol of travel: a way to maintain the bond with her mother, pilot of some of those flights.
The brand has been raising a reflection on the loss of attention to the environment
The story is articulated around the installation of a window on the roof of her room, which opens the domestic space to the sky and connects the girl with the outside. Under the platform “The magic is here. Let it in.”, the brand has been raising a reflection on the loss of attention to the environment in a context dominated by screens, claiming the value of “looking up” as a way to regain perspective and imagination.
In this case, the spot uses the sky as a symbolic and functional resource at the same time: a space of imagination, but also of real relationships. “With ‘Planes’ we wanted to show a different side of heaven, one that is closer and more personal”explains Farah Dib, Creative Director and Partner at Twenty. The campaign thus translates the benefit of the product, such as the entry of light and ventilation, into a broader proposal linked to the home experience.
The piece is also supported by a reinterpretation of the song “Both Sides Now” by Joni Mitchell, performed by the Norwegian artist Skaar, which reinforces the central idea of the campaign: the importance of point of view and how a change in perspective can transform the way of perceiving what already exists.
The campaign is part of a broader strategy that has already demonstrated an impact on the business. According to the company, the platform has driven a 4.3 percentage point increase in brand awareness in Sweden, reaching its highest level in that market, as well as a 36% growth in engaged sessions on its website compared to the previous year.
“Velux doesn’t just introduce natural light or ventilation, it transforms the way people experience their homes”says Christian Vilgaard Thomsen, Marketing Director of the company for Northern Europe.
