L&C shares a glimpse of the present, by way of the past, in new smart home campaign for GE Lighting, a Savant company
The first three films of the new effort by L&C NYC take a humorous approach to show how the practicality of CYNC’s smart home technology would have seemed like magic in decades past.
Jul 29, 2021
The CYNC brand includes innovations that make the many benefits of a smart home more accessible and personalized—all while being easy to install and operate. This year, GE Lighting, a Savant company ventured beyond lighting and into the outdoors with its introduction of new products including an Indoor Smart Camera and Outdoor Smart Plug.
“Our goal was to find a way to connect with consumers’ needs around safety, comfort and convenience that the CYNC smart home family of products could solve. This campaign concept provided a clever way to remind the audience of the long-time relationship with the GE brand while causing them to wonder how they ever lived without the CYNC smart home system,” says Rochelle Hartigan, Marketing Director, GE Lighting, a Savant company based in Cleveland. “The well-known GE brand is the perfect vehicle to emphasize the practicality and ease of the new CYNC smart home products,” says Gian Carlo Lanfranco, CCO and Co-Founder of L&C.
The films were shot by The Colony’s David Gaddie, recently ranked as the number four director in North America by The One Show Global Creative Rankings 2021.