Irish lighting retailer Illumination Lighting has launched a multimedia campaign focused on garden lighting to promote its expanded showroom in Donabate, Dublin, and its online store.
The campaign, titled "You Define the Mood", is a direct follow-up to last year’s highly successful indoor-focused debut. The original strategy was built on a foundational truth: lighting is the true essence of a space. While beautiful furniture sets the stage, it is lighting that makes a house a home, defines comfort, and dictates how a room feels.
Following the success of the indoor campaign, which triggered a significant increase in sales, the agency team recognised an opportunity to take this core philosophy to the garden.
With summer on the horizon, the new campaign pivots to target outdoor spaces, challenging the notion that lighting is purely functional once the sun goes down.
Elsie Arayes, Creative Director at Rage Agency, said: "There’s a distinct skill in layering lights to give a space the justice it deserves. Last year, we showed people how to do that indoors. This year, we’re giving them the power to tailor that exact same emotional comfort in their gardens.
A good advertising campaign is always based on an insight. We all sat down together after extensive research and put ourselves in the shoes of our target audience whilst thinking about the brand's TOV. After a lot of brainstorming and long discussions we eventually decided to talk about the consumer and their experience, to see them in their favourite spot on the outdoor ad or hear them describe their perfect day on radio, and it all centers around how the perfect light has a huge impact on these little moments."
Shot on location, the campaign's photography places model Sophie Vavasseur in carefully designed outdoor settings where Illumination's product range creates engaging atmospheres. Each scene captures a different mood: warmth, stillness, sociability; reinforcing the campaign line's promise that the customer is in control of the feeling their space creates.
The OOH executions run across key Dublin commuter routes and are supported by a radio campaign that brings the "You Define the Mood" positioning to life through sound and storytelling. The activation is supported by on-going targeted social media advertising, reinforcing the campaign and brand’s message.
Alongside the campaign, the Tilt Digital team developed Illumination's e-commerce website, where customers can browse and purchase the full product range online. The site also features an AI-powered room visualisation tool that lets users upload a photo of their space and see how different lighting products would look installed in their home before making a purchase.
Robert Doran, Director at Tilt Digital said: "We wanted to move away from the typical product-shot approach you see in lighting retail.
The brief was about emotion, not just lights. Illumination's new outdoor showroom is genuinely impressive, and the campaign needed to match that ambition, to make people feel a connection before they even visit the showroom or website."
From creative direction to digital strategy, the Illumination Lighting campaign has expanded the brand’s footprint and moved beyond advertising, prioritising consumer experience and connection.
