New Hunter Douglas Ad Campaign Pairs Style Icon Iris Apfel With PowerView Motorization Technology

Apfel, an instantly recognizable textile industry legend, designer and tastemaker like no other, was a natural collaboration partner to help spotlight the fashion-focused innovation within the Hunter Douglas portfolio and to add color to a category whose advertising is typically quite traditional.  Anchored by a 30-second commercial video, the new campaign leverages Apfel's star power to highlight the benefits of pairing beautiful window treatment designs with advanced operating technologies.

"For 2017 we wanted a disruptive marketing campaign that communicated the exciting possibilities of our intelligent PowerView system along with the trend-setting styles within our product line," said Vic Carlson, Hunter Douglas SVP of Corporate Marketing. "Given our company's leadership status in offering the most extensive breadth and depth of custom window treatment styles and our innovation track record — including the creation of product types that literally established several of the window treatment product categories that exist today — it was only natural for us to develop the most intelligent smart shade technologies to accompany the most beautiful window fashions. Iris' shared passion for timeless design and individual style made her the perfect muse for us. We both celebrate a devotion to bold thinking, quality, and design. And as Iris says, 'In your home, the right lighting is just as important as style.'"   

"There's more to Hunter Douglas than beautiful shades," said Apfel. "What I really love is the creativity and energy the company has put into making them more than just a window covering. Now you can have stunning windows coverings that behave exactly how you want them to, exactly when they want them to. It's a brilliant way of making your home reflect you—from what you do to what you love."  

The revolutionary Hunter Douglas PowerView motorization system is an intelligent wireless operating system that allows users to program their shades to automatically adjust throughout the day. Consumers start by creating what are called Scenes — different combinations of shade positions in one room or throughout the house, chosen by the user to achieve their sense of perfect room lighting, window privacy and energy-efficiency. PowerView's advanced scheduling feature can then automatically move the shades to the pre-set Scene positions, according to fixed times chosen by the user or based upon the ever-changing sunrise and sunset times calculated by PowerView based on the home's location. The system is designed to take full advantage of the transformative power of light, how light changes within the home, and how the shades can be scheduled to automatically create the perfect ambiance throughout the day.

Hunter Douglas partnered with its creative agency, Roberts & Langer, to develop the breakthrough ad creative that communicates the ways PowerView can simplify and enhance everyday living. Acclaimed director Daniela Federici shot the ad on-location in New York with the concept of following Apfel throughout her day — greeting the morning, designing in the afternoon, and enjoying some well-deserved down time — and illustrating how scheduled PowerView Scenes automatically provide Apfel with the room lighting effects, privacy and overall room ambiance she loves.

The Iris Apfel + PowerView campaign debuts this month, backed by a multi-million dollar national TV buy spanning network primetime, cable, video-on-demand and online streaming TV. To further celebrate the Iris relationship and broaden the campaign's reach, the marketing activation will also include digital pre-roll and other online advertising, dedicated content on the brand's website, e-mail blasts, PR and social media activities, PPC, SEO, and more.

The commercial can be viewed at hunterdouglas.com

About Hunter Douglas
Hunter Douglas Inc., headquartered in Pearl River, NY, is the leading manufacturer and marketer of custom window treatments in North America and a major manufacturer of architectural products.  The company is a national sponsor of Habitat for Humanity, covering windows in every Habitat home built in the U.S. and Canada. Hunter Douglas branded products are designed, developed and custom-crafted in the U.S. Get details at www.hunterdouglas.com or call 1-800-274-2985.

SOURCE Hunter Douglas

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