Philips launched the revolutionary Cinema 21:9 TV, designed to provide an immersive cinematic experience that mirrors the aspect ratio of films. The objective was to introduce this innovative product through a comprehensive digital campaign that would elevate Philips' brand presence in the competitive television market and engage audiences in a groundbreaking way.

Show don’t tell. We didn’t put a film in a website, we put a website in a film - a rich interactive film the likes of which no one had seen before.

The central element of the campaign was the film "Carousel," a daring digital-only project that encapsulated the essence of the Cinema 21:9 TV. By focusing on the immersive possibilities of this new aspect ratio, we were able to produce a visually stunning piece that resonated with audiences. The creative direction emphasized innovation and artistry, ensuring the film effectively showcased the TV's capabilities while building anticipation. This approach not only positioned the product as a market leader but also highlighted Philips' commitment to pioneering technology in home entertainment.

The campaign's impact was monumental, culminating in "Carousel" winning the Grand Prix for Film at Cannes—marking a historic moment as the first digital-only film to achieve this accolade. The success of the campaign not only solidified the Cinema 21:9 TV's place in the market but also transformed it into an advertising classic that continues to inspire. Subsequent consumer engagement metrics showed a significant increase in interest and sales, reinforcing Philips’ reputation as a leader in innovative television solutions and enhancing brand recognition within the industry.