silver
North, Inc
The portable lighting category all looked the same - dark, dangerous situations, flashlight to the rescue! We decided to turn this on it's head and focus on the wonder you discover with light. Using poetic inspiration and language, The World Is As Bright As You Make It is a call to explore, discover and find small moments to celebrate in the light. Produced in-house, North called on long standing relationships with talented Directors, Musicians, Cinematographers and Editors to create a Brand Film that punched above it's weight.
Ledlenser is a Germany-based portable lighting company started by two brothers with a passion for solving problems. They lead the way in LED lighting and pride themselves on solving problems before the consumer even understood there was a problem. Sales were lagging in Europe and they had goals to expand in the U.S. They had no clear vision their brand and needed to increase awareness in the U.S.
Launched in 5 languages in the fall of 2023, our positioning helped elevate the brand beyond category norms and included extension ideas where LedLenser could spotlight non-profits who Make The World Brighter in their own way, increasing consumer goodwill.
The positioning created a distinctive voice for the brand.
As a German company with global sales, we needed to ensure our messaging translated to German, Spanish, French and Japanese. Not only the poetic language needed to work, but the cultural context for a Bright World needed to translate.
No
