VELUX wanted to increase awareness of the importance of daylight and fresh air. The main objective of the campaign was to start a global conversation around bad indoor environment. They also wanted to to encourage people – and other stakeholders such as architects, politicians and health organizations to get involved and consider daylight and fresh air (roof top windows) as an important part of home improvement projects.

We chose to build the campaign on the fact that we spend 90% of our lives indoors. In other words, we have gone from being part of nature to being apart from nature. This is a surprising fact and a stunning insight into the way we live our lives today - and it is a great gateway to explaining how a lack of daylight and fresh air makes us ill.

It was vital for us to coin a creative concept that would make the indoor environment feel relevant. It is a highly complex issue and in order to create awareness and activate people, we had to make ourselves relevant – not only to the professional segment, but to all of us.

We wanted people to be able to recognize themselves as part of The Indoor Generation and really feel – both mentally and physically – the importance of this agenda.

The Indoor Generation has become the new, global communication platform for VELUX and has succeeded in creating global awareness of how indoor environment affects your health and well-being. We engaged NGOs, politicians, industry stakeholders and consumers across 41 countries in this complex subject, associated problems and the solutions. It became the best UK performing paid partnership video in 2018 and with more than 110 million views, 1.5 million shares and more than 2,450 published articles worldwide, it is a campaign that goes beyond classic advertising and speaks to people. Not as customers, but as humans. It raised the bar from a classic customer-centric campaign to being “human-centric” transcending and activating both BTB and BTC segments.