LEDVANCE releases powerful image film bringing the new mantra POWER THROUGH LIGHT to life
LEDVANCE, the renowned lighting expert based in Garching, proudly unveils its groundbreaking, emotional image film that embodies the essence of the brand: POWER THROUGH LIGHT. Departing from the conventional approach to lighting as a low-involvement category, LEDVANCE aims to highlight the significance of light to life, well-being, and the planet. The film, a testament to the company’s passion, narrates the story beyond their products, elucidating LEDVANCE’s profound mission to unleash the full potential of light to empower people in their daily lives.
Watch the POWER THROUGH LIGHT Image Film on YouTube.
In a bid to redefine the narrative surrounding lighting, the new image film emphasizes the pivotal role light plays in life, well-being, and the planet. This transformative perspective complements LEDVANCE‘s broader initiatives unveiled in 2023: the LEDVANCE LOOP sustainability concept incorporating the EVERLOOP and NATURELOOP product lines and the entry into the renewable energy sector with LEDVANCE RENEWABLES. Building on this momentum, the emotional image film adds another dimension to LEDVANCE's dynamic portfolio. The film encapsulates the essence of POWER THROUGH LIGHT, further solidifying the company’s commitment to sustainable practices and innovative solutions.
“As we embark on this transformative journey with the POWER THROUGH LIGHT campaign, we recognize the profound impact our industry can have on the world,” says Jue Wang, Executive Senior Vice President at LEDVANCE. “Lighting, once relegated to mere functionality, now emerges as a dynamic force for positive change. Our new image film not only signifies a pivotal moment in LEDVANCE’s evolution but also embodies our unwavering commitment to innovation, sustainability, and the well-being of our global community. The fusion of artistic storytelling and technological prowess in this film mirrors our dedication to pushing the boundaries of what is possible. We believe that LEDVANCE will not only illuminate spaces but also inspire a brighter, more sustainable future for all.“
Crafting the narrative: behind the scenes of the image film
Over the past year, LEDVANCE has taken strides to digitalize the brand, including the evolution of their logo to a stacked format for enhanced digital flexibility. Simultaneously, a global revamp of corporate design guidelines prioritizes digital applications. This strategic shift aligns seamlessly with the unveiling of the POWER THROUGH LIGHT brand campaign and the release of the new image film. Scheduled for a global launch in early 2024, it features an original score and will be translated into eight languages. The brand campaign will be rolled out globally and solely on social media, a first for LEDVANCE, and will run on LinkedIn, Instagram, Facebook and YouTube, targeting the key markets Germany, France, Italy, Poland, United Arab Emirates, South Korea, Brazil, Mexico, and the US. Led by the dedicated efforts of Global Brand Management and Communications, in collaboration with Social Media and Content Marketing teams, the production was a collaborative endeavour. Involving an extensive team, including a creative agency, production, filming, and editing teams, alongside a cast and crew of over 50 people, the film was shot primarily in Lisbon, Portugal.
“My vision was to craft a distinctive brand narrative – purposeful, powerful, and uniquely ours,” says Vivian Lee-Lauss, Head of Global Branding and Communications at LEDVANCE. “Our challenge was to transcend beyond conventional, product-centric messaging to foster a deeper connection with our global target audience. We achieved this through evocative storytelling; by weaving a tangible and relatable, yet meaningful and inspiring narrative, we were able to communicate what we stand for beyond the technical and functional. POWER THROUGH LIGHT is about enabling people to harness the power of light, and our film brings that mission to life.”
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