The Indoor Generation – Let Nature Back in

Baggrund

For VELUX, roof top windows have always been about more than the window. The purpose for this 75-year old company is to help create healthy indoor environments with daylight and fresh air. VE for Ventilation and LUX for daylight.

People in general, however, look at roof top windows as a building material – like e.g. insulation. Therefore, the long-term goal of The Indoor Generation platform is to move VELUX into the home improvement category alongside new competitors like kitchen manufacturers and painting.

With this campaign, we want to build upon the awareness created with the call for change introduced with The Indoor Generation platform in 2018 - and focus on creating desire for daylight and fresh air to inspire people to act.

In order words: Take the first steps towards establishing VELUX in the home improvement category by creating awareness about the importance of daylight from above and fresh air for wellbeing in the context of the home.

Løsning

Instead of speaking about the functional product, we wanted to create an emotional link to VELUX.

From research we know, that people experience a longing for nature. In some countries, doctors even prescribe “nature” to patients. We wanted to connect this longing for nature to VELUX’ purpose to create healthy living environments by

Showing kids living the way our generation lives is more involving than watching grown-ups. Therefore: In our hero film there are no grown-ups. Just children. Because the future is theirs - they are going to live with our bad choices, if we don’t change our lifestyle. The film also reminds us adults of our own childhood: Sun, green lawns, fresh air, playgrounds and outdoor activity.

We wanted people to experience on an emotional level, the deep bond we humans have with nature – and how we as The Indoor Generation have lost this bond. And we wanted to show, how VELUX can help us re-create the bond with nature, if we pay attention to how we design our homes.

Three design principles for living outside-in were created and introduced on the campaign site: Design with daylight. Design with a view to the outside. Design with natural ventilation.

By inspiring people to improve their home environment, our mission was to give The Indoor Generation a brighter future.

The integrated campaign was spearheaded by an emotional online film, depicting our longing for nature in modern society. To support this, a global survey with +16,800 respondents in 15 countries focusing on nature deficiency became a trustworthy source of facts and figures in the first push of the supporting PR-campaign.

Furthermore, we created engaging online content for the main campaign site www.letnaturebackin.com. The comprehensive content was co-developed with some of the world’s leading interior designers and influencers, architects, and researchers, inspiring people on how to use natural daylight, plants, natural materials and design techniques to let nature back into their lives and homes.

The site was continuously updated with new articles and accessible how-to-guides and was supported by a second, global PR push targeting selected journalists within home improvement and design.