VELUX Explores the Magic Above Us in New Global ‘Planes’ Campaign via Twenty, Copenhagen

Why It Matters

The rollout shows how emotionally resonant storytelling can translate into tangible brand growth for home‑improvement manufacturers, reinforcing VELUX’s market leadership and consumer relevance.

Key Takeaways

• "Planes" film links child wonder to VELUX skylight benefits
• Campaign lifted Swedish brand awareness by 4.3 percentage points
• Engaged website sessions rose 36% YoY after platform launch
• Sales exceeded targets, strengthening VELUX’s foothold in Sweden

Pulse Analysis

VELUX’s latest brand film, “Planes,” illustrates a shift in marketing for home‑improvement brands: moving from pure product description to narrative‑driven experiences. By collaborating with the creative agency Twenty, VELUX taps into a universal childhood curiosity about the sky, positioning its roof windows as portals that invite natural light, fresh air, and a sense of possibility into everyday living spaces. The choice of a fresh cover of Joni Mitchell’s “Both Sides Now,” performed by emerging Norwegian artist SKAAR, adds an emotional soundtrack that reinforces the message of perspective change without sounding overtly commercial.

The campaign’s impact is already quantifiable. The preceding “The magic is here. Let it in.” platform drove a 4.3‑point increase in brand awareness—the highest ever recorded in Sweden—and boosted engaged website sessions by 36% year‑over‑year. Those engagement spikes translated into sales that outperformed the prior year’s figures, demonstrating that an emotionally resonant story can directly influence purchase behavior. For a category often seen as commodity‑driven, VELUX’s approach showcases how aligning product benefits with deeper human values—wonder, connection, and wellbeing—creates a competitive edge in a crowded market.

Looking ahead, VELUX’s strategy reflects a broader industry trend toward experiential and purpose‑centric marketing. As consumers increasingly seek wellness‑focused home solutions, skylights that promise daylight, ventilation, and a psychological lift become more than architectural features; they are lifestyle enhancers. The global rollout, including markets like Australia, positions VELUX to capture this demand while reinforcing its brand narrative. Continued investment in storytelling, combined with measurable digital performance, will likely keep VELUX at the forefront of the home‑improvement sector’s evolution.