A heartstring-tugging story is not the commercial you’d expect from a window supplier. Copenhagen creative agency, Twenty, has given Velux both an evocative campaign called, The magic is here. Let it in, and an inspiring hero film called Starstruck, that stands out in its sector, a story about a little boy’s fascination with the universe and an act of love that speaks of the bond between a mum and her son.
Camp David director, Louise Wachtmeister, avoided the saccharine-sweet seasonal campaigns that tend to dominate during the festive period. The film’s casting, music (a new, pared-back arrangement of Drömmarna, performed by Freddie Wadling) and narrative are open to interpretation purposefully, to creates a subtle emotional punch – filling audiences with a child’s sense of imagination and curiosity about the natural world, while inspiring curiosity about Velux’ products.
“We have worked hard to develop a strategy that distinguishes Velux from more traditional window solutions. When you look up, you see things with new eyes and can free yourself a little from expectations and conventions. That’s what it takes to truly understand how magical it can be to fall asleep under a starry sky every night. The concept of the film is based on this insight: in Sweden, we are surrounded by stunning nature and a sky that offers both shooting stars and northern lights. With Velux roof windows, you can let that magic into your home,” stated Farah Dib, creative director and co-owner of Twenty.
“The ambition with the campaign is to inspire and touch something deeply emotional. This strategy is about more than function – it is about evoking dreams, opening windows to new possibilities and inviting the sky into our homes and lives. It is an invitation to look up, think differently and unlock the hidden potential of transforming spaces in our homes into favourite places that connect us with the world outside and, most importantly, with those we care about.”
The campaign is Twenty’s first work for the roof window brand, which is one of Denmark’s largest companies, operating in 35 countries.
“We were looking for an agency that could help us build a long-term strategy to secure the VELUX position in new markets. Twenty has not only demonstrated a strong strategic understanding and developed a platform that pushes all the right buttons, but they have also shown through previous cases that they understand how to build strong brands with creative solutions that touch deeply. We are convinced that the collaboration can help us achieve our ambitions in the coming years,” commented Christian Vilgaard Thomsen, Velux senior marketing director for Northern Europe.
