LEDVANCE/SYLVANIA
Challenge
SYLVANIA’s Great White Lights campaign aimed to highlight the sleek, jewel-like brilliance of SilverStar zXe headlights while building an emotional connection with young Canadian car enthusiasts. The challenge was to create a lasting impression so that, when faced with dozens of headlight options at Canadian Tire, drivers would remember the crisp, powerful glow of SYLVANIA zXe bulbs.
To achieve this, we needed to capture the adventurous spirit of these drivers and stand out in a crowded marketplace. Our approach? Leverage our expertise in crafting cinematic brand visuals by showcasing SYLVANIA’s lights against the backdrop of the Yukon’s breathtaking night sky and the iconic aurora borealis.
Solution
To capture the adventurous spirit of young car enthusiasts, we crafted an ad featuring a group chasing the northern lights across the Yukon wilderness. Led by Canadian race car driver Scott Hargrove, the journey highlighted both the thrill of the road and the brilliance of SYLVANIA SilverStar zXe headlights. Set to original music by Brendan Canning of Broken Social Scene, the ad embraced a distinctly Canadian vibe. Shot during peak solar storm activity, the aurora borealis seen in the video is real footage, amplifying the campaign’s authenticity and visual impact.