Philips ‘Make me a morning person’ – Grump

One out of two mini documentaries created for the new Philips Wake Up Light campaign. We went out to look for REAL people with serious morning issues: grumps, morning zombies, grunts and tested if Philips could convert these non-morning people into morning people in 21 days. In this film we followed Iris. Iris is a zookeeper and a real Grump in the morning. Will Philips Wake-up Light help her to rise early and improve her mood?

The documentaries are part of the overall campaign, highlighting the three key benefits of its Wake-up Light – how it improves people’s mood, alertness and ease of getting out of bed by simulating the rising of the sun.

The campaign by Tribal DDB Amsterdam follows last year’s successful ‘Wake up the town’ social experiment where 98% of an Arctic town that woke up naturally with the Philips Wake-up Light during their polar night still continues to use it.

The ‘Make me a morning person’ campaign kicked off mid-September with a recruitment drive to search for the world’s worst grumps, snoozers and zombies. Consumers can nominate themselves, their friends and family, or even a colleague, on facebook to take part in the challenge. They could also take a quiz on Facebook to find out which of the seven morning types they are – The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Hundreds of entrants had been selected to receive a Philips Wake-up Light and take part in the 21 day challenge.

CLIENT: Philips
AGENCY: Tribal DDB, Amsterdam
PRODUCTION: Revolver Media, Rotterdam (
DIRECTOR: Stian Smestad
EXECUTIVE PRODUCER: Raymond van der Kaaij
AGENCY PRODUCER: Robert Roosenstein
EDITOR: Adam Marshall @ The Whitehouse, London
MUSIC: Antigangsters Music
COLORIST: George Balatoni @ Hectic Electric
SOUND DESIGN: Nick Smith @ Wave Studios Amsterdam

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