Credit where credit's due - this is a beautiful and clever piece of communication. I expect to see it at many awards events over the coming year. 

Why is it so clever?  Well, Velux have taken one of our biggest preoccupations - health and wellbeing - and used it to tap into our worst fears.  

They've joined forces with YouGov (clever again) and produced a report which assesses the effects of modern indoor living. It suggests that the mix of commuting, indoor work and indoor leisure is not only having a detrimental effect on our health and wellbeing, but could actually be “detaching us from the natural world that has been the driving force behind our evolution as a species”.

Russell Foster, a leading ophthalmologist, points out: “from the year 1800 to 2000, we’ve moved from 90% of people working outside to less than 20%. In a very short space of time, we’ve gone from being an outdoor species to spending most of our time in dim, dark caves.”  

Both the report and this brilliant film go to some lengths to prove that  indoor life is the cause of all sorts of health and wellbeing issues, from an increase in asthma to increased levels of SAD (Seasonal Affective Disorder). Our homes can be up to 5 times more polluted than the great outdoors, even in cities.

Heavy stuff!

And the solution to this dark and desperate situation?  Windows, of course!  Hats off to you Velux. Impressive stuff.