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Krunch and Lightingplus illuminate Kiwi homes through cinematic storytelling
Krunch has announced a new campaign for Lightingplus.
Strategic growth agency Krunch has announced a new brand campaign for Lightingplus, redefining the retailer’s position from a functional hardware destination to an emotional design authority.
The campaign introduces a new national tagline: “More than lights, it’s Lightingplus”.
The partnership comes as Lightingplus seeks to transform how Kiwi homeowners perceive the value of lighting. Krunch’s strategic framework identified that while many homeowners live with outdated lighting, few realise its profound influence on the mood and experience of a home.
Mood of the Movies
“Great lighting is more than just a light; it is the invisible storyteller of the home,” says Lightingplus CEO Haydn Mellor.
“To help Kiwis create living spaces they love, we needed a brand campaign that dramatises the emotional power of light. This campaign positions us as a brand that understands not just how lighting works, but how it makes life feel.”
The creative execution, titled “Mood of the Movies,” leverages the emotional shorthand of cinematic genres to demonstrate how light sets the tone for life’s moments. The campaign features a series of genre-based movie openers – ranging from neo-futuristic action to ethereal sci-fi and atmospheric horror.
In each cinematic mini-moment, the Lightingplus ‘+’ symbol is discovered within the scene – integrated as a neon sign in a dystopian city, a glowing signal in a dense forest, or a flickering light in a decaying hospital corridor.
Transformative power of light
Krunch CEO Darren Kirkland adds: “By linking cinematic moods to home lighting, we reframe Lightingplus as an emotional design tool. Pairing the brand with movie content through digital ecosystems like TVNZ+, Netflix, and Prime Video ensures we reach audiences when they are most primed to experience the transformative power of light.”
The campaign will be delivered across a fragmented digital landscape, targeting a shared-viewing audience through connected TVs and major streaming platforms to maximise brand scale.
Credits:
Krunch
- Executive creative director: Aaron Turk
- Head of strategy & operations: Andrew Reinholds
- Digital director: Neha Saoji
- Senior account executive: Charmien Paul
Production company: Reel Factory
- Director: Ryan Heron
- Producer: Bex Morrison
- DOP: Chris Watkins
- Offline editor: Jaxon Langley
- VFX: Mr Mustard – Leon Senf
- Colourist & online editor: Marc McCarthy
- Audio: Starla Sound – Brendon Morrow
