By Tim Nudd on Thu Oct 21 2010
Tribal DDB in Amsterdam and Philips are trudging off to Longyearbyen, a Norwegian town that sits absurdly far north in the Arctic archipelago of Svalbard, where they will help residents deal with four months of almost total darkness this winter by giving them all Philips Wake-Up lights—a "light therapy" product that simulates sunrise by gradually filling a room with bright light. Doug Pray, director of Art & Copy, is making a documentary about the experiment—which you can follow at this campaign site and this Facebook page. If the concept seems a little familiar, that's because Tropicana did something similar (though less extensive) in Canada last year—visiting the northern town of Inuvik in the Northwest Territories and raising a single, electric-lit facsimile of the sun. See the Tropicana spot after the jump.