Velux: The Indoor Generation

It might be raining cats and dogs (and for those in London, apocalyptic storms to boot), but this gloomy campaign for Velux will inspire you to open the window and let in some fresh air. 

Set in a dystopian future, the gloomy spot, created by Danish agency & Co and directed by Martin de Thurah through Bacon, follows a little girl, who describes how society has gradually retreated indoors, sealing itself into artificially lit, increasingly toxic homes which result in health complaints like asthma, eczema and depression. Coming on the heels of Persil's hard-hitting 2016 campaign, Free The Kids (based on research that children spend less time outside than prison inmates), it serves as a worrying wake-up call.