When White Equals Red
When it comes to indoor grow lighting, there’s what you see and what the plant sees. That was the basic principle behind the campaign to introduce a new Ceramic HPS lamp that had never been done in the industry. The light from the lamp looks white to the eye, but the spectrum it puts out is extremely heavy in the red energy that plants see.
Hence the campaign name, When White Equals Red.
The visuals, developed by graphic artist Sherri Konnick, were interesting in that they only showed an outline of a familiar HID lamp using half red and half white images. The idea was to slowly release progressively more revealing versions until we did a Facebook live from the trade show where we unveiled the product.
My part was to take Sherri’s images and bring them to life. I added sfx and created video vignettes from those images. I then was responsible for placing those ads in Facebook, Google, Twitter and YouTube. We also scheduled a full run of social media posts and promotions of the live stream.
The campaign generated such high anticipation for this new product that it sold out before the first run was completely off the line.
When White Equals Red won a Silver APEX Award from the Lake Communicators.