#theVELUXpose interactive campaign, using Instagram, Copenhagen, Denmark by CID
"VELUX specializes in roof windows and our brief was to inspire young urban citizens to see the roof as an opportunity space and aspire to one day own a roof window. Our goal was to connect the digital generation and the VELUX brand.
As a symbol, we used the posture people have when looking through these roof windows, which is looking up at an angle of 125º. We brought this experience from the roof, down down to the streets and used Instagram as a way to get people excited and involved. It was amazing to see everyone so keen to take part. Thanks to all that did! We put an iPhone in a box with a frame that has VELUX written on it so that it would come up as the border in the image. We hacked together a really long handsfree kit cable to be able to trigger the camera from far. The image gets synced with an iPad for participants to upload their image to Instagram with their own filter.”