CHRISTMAS SPOTLIGHTS

TitleCHRISTMAS SPOTLIGHTS
BrandDET KRIMINALPRÆVENTIVE RÅD
Product/ServiceCHRISTMAS SPOTLIGHTS
Category A02. Applied Innovation
Entrant HJALTELIN STAHL Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL Copenhagen, DENMARK
PR HJALTELIN STAHL Copenhagen, DENMARK
Credits
Name Company Position
Martin Mohr Hjaltelin Stahl Group Creative Director
Lasse Elgård Vintersbølle Hjaltelin Stahl Copywriter
Claus Collstrup Hjaltelin Stahl Art Director
Mette Riis Kruse Hjaltelin Stahl Project Manager
Mette Hørdum Hjaltelin Stahl Client Service Director
Emilie Brandt Pegasus Production Producer
Natalia Szwebs Pegasus Production Film Editor
Mounia Bensalem Pegasus Production Motion Designer

The Campaign

In Denmark, Christmas is a time of giving. But also of taking. Because while families come together, houses are left home alone, letting burglars do their shady work in the dark. This leads a more than 50% increase in burglaries each December. International studies show that light is one of the most effective weapons in the fight against burglars, who are afraid of being seen by neighbors. Meanwhile, Danes decorate their homes with Christmas lights every December. So, we thought, "Why not combine these insights into one bright solution?" Introducing: Christmas Spotlights. Turning Christmas lights into a home security system.

Creative Execution

We combined a custom built light chain with motion sensors, and a power control box. Together, they detect burglars trespassing your property, and blinds them with up to 12.000 lumen, causing them to flee the premises. The light will also alert the neighbors, who can keep an extra eye on the house, or inform the owner and call the police. The Spotlights are CE-marked and meet the requirements of the applicable EC directives, which means they’ve gone from prototype to certified product, approved for public use.

So far, the Christmas Spotlights have been produced and given to a limited number of Danes for testing purposes. But because of the overwhelming public interest, we’re currently pursuing a large-scale production. But because The Danish Neighborhood Watch is a non-profit organization, we're in talks with home security companies about a possible partnership and investments. Regarding PR, the Christmas Spotlights were mentioned in a 10-minute-long feature on national TV. Gizmodo, one of the world's biggest tech sites, published articles about our product on their sites in the US, England, Australia and last, but not least, Japan. The countless stories reached 141 countries worldwide, amassing a massive 180 million media impressions. With zero media spend.

The best innovations solve problems. Our client's problem was the rising number of burglaries in Denmark during the dark, winter holidays, when families are away from their homes. Our solution? Well, we knew that light scares off burglars even better than neighbors. Therefore, we combined powerful Christmas lights with motion sensors, turning Christmas lights into a home security system that could scare off burglars. A tangible solution, and bright business idea, which can be implemented anywhere in the world at a minimum cost.