PRODUCT: Philips Hue Smart Bulb in collaboration with NAMI (National Association of Mental Illness)

CREATIVE NAME: How Your City Feels Today.

INSIGHT: People feel less isolated about their emotions when others are open about theirs.

BIG IDEA: Encouraging acknowledgment and release of emotion on a cumulative scale.

EXECUTION IDEA: An interactive billboard light display that responds to QR-code submissions, releasing people’s emotions directly to correlated Philips Hue smart bulbs, presenting the city’s cumulative daily released emotions.