COPENHAGEN, DENMARK — A new campaign created by Copenhagen creative agency Twenty for VELUX, the Danish manufacturer of roof windows and innovative window solutions for the home, aims to help people discover the potential hidden in their homes – by encouraging them to look up.
Called The magic is here. Let it in, the campaign is led by a beautifully crafted film Starstruck, which tells the story of a little boy’s love for the universe. For seven-year-old Edvin, there is nothing better than space; the stars remind him of his dad. At school, he finds it hard to focus on anything but the mysteries of the universe, and his bedroom ceiling is covered in glow-in-the-dark stars and planets. One day, his mum decides it’s time for a big change – she replaces the glow-in-the-dark stars with a VELUX skylight. This act of love brings mother and son together in a magical moment under the starry night.
Sensitively directed by Louise Wachtmeister through Camp David, the film’s brave and authentic tone is a refreshing contrast to the saccharine-sweet seasonal campaigns that tend to dominate during the festive period. The combination of casting, music (a new, pared-back arrangement of “Drömmarna,” performed by Freddie Wadling) and a narrative that’s purposefully open to interpretation, creates a subtle emotional punch – filling audiences with a child’s sense of imagination and curiosity about the natural world.
“We have worked hard to develop a strategy that distinguishes VELUX from more traditional window solutions. When you look up, you see things with new eyes and can free yourself a little from expectations and conventions. That’s what it takes to truly understand how magical it can be to fall asleep under a starry sky every night. The concept of the film is based on this insight: in Sweden, we are surrounded by stunning nature and a sky that offers both shooting stars and northern lights. With VELUX roof windows, you can let that magic into your home,” said Farah Dib, Creative Director and Co-owner of Twenty.
“The ambition with the campaign is to inspire and touch something deeply emotional. This strategy is about more than function – it is about evoking dreams, opening windows to new possibilities and inviting the sky into our homes and lives. It is an invitation to look up, think differently and unlock the hidden potential of transforming spaces in our homes into favorite places that connect us with the world outside and, most importantly, with those we care about.”
The campaign marks Twenty’s first work for the roof window brand, which is one of Denmark’s largest companies, operating in 35 countries.
“We were looking for an agency that could help us build a long-term strategy to secure the VELUX position in new markets. Twenty has not only demonstrated a strong strategic understanding and developed a platform that pushes all the right buttons, but they have also shown through previous cases that they understand how to build strong brands with creative solutions that touch deeply. We are convinced that the collaboration can help us achieve our ambitions in the coming years,” said Christian Vilgaard Thomsen, Senior Marketing Director for Northern Europe.
