NEW YORK Cossette Post is poised to break its first work for Hunter-Douglas window fashions, a $6 million-plus print and TV campaign that showcases the ways light can alter a mood.
Tagged "Light can change everything," a series of three print ads shows women holding up sets of blinds before beautiful outdoor landscapes. In one, a woman stands in a Rocky Mountain valley before a setting sun; in another, a woman looks through her blinds in front of the San Francisco skyline.
"This is a textbook case of elevating a product that erroneously was perceived as being a commodity and trying to make it a considered choice," said Robert Reiser, chief creative officer of the New York shop. Past ads described the blinds' engineering and durability, said Frank Sampogna, agency chairman and managing partner.
"This is not just something you hang in your window," said Reiser. "It can work as everything from a mood enhancer to a universe reorganizer."
The ads say as much. Copy in one declares, "In the proper hands, it's the world's most powerful mood enhancer." Another headline proclaims, "Light can transport your soul. Particularly when you get to drive."
TV will be "a moving print ad," said creative director Lori Peck. Spots will break in the fall, most likely on lifestyle cable networks, she said. Print is scheduled to appear in April and May shelter and epicurian magazines, Sampogna said.
Ads will complement in-store materials created by Hunter-Douglas, as well as the client's newly renovated Web site, Sampogna said.
The agency won the account in May.