Velux Invites Nature Back Into the Home With a Cinematic 2019 Film
Velux's 'Let Nature Back Into Your Home' is a 2019 Danish film campaign created by agency &Co that contrasts childhood outdoor play across earlier generations with today's screen-dominated indoor lifestyles, positioning Velux roof windows and skylights as a practical means of restoring natural light and fresh air to modern homes.
Published in Denmark in June 2019, the campaign represents the second installment of Velux's broader 'The Indoor Generation' platform, which &Co first launched for the brand in 2018. Where the original platform diagnosed a cultural shift towards excessive indoor living, 'Let Nature Back Into Your Home' extends that argument into solution territory — the home itself, reimagined through daylight and ventilation, becomes the bridge back to nature. The campaign's single media asset is a three-minute film that anchors an integrated program including a dedicated website, influencer partnerships, and a global public relations effort, as reported by horizont.net on 9 May 2019.
In Denmark, where Velux was founded in 1941 and remains headquartered, the brand carries particular cultural authority in the house-and-garden category. The campaign speaks directly to Danish consumers in that home market while carrying global PR reach, making Denmark both the geographic origin and the primary creative reference point for the work. The Clapboard Score for this campaign is 70 out of 100, reflecting strong narrative craft and platform coherence set against a relatively contained media footprint of one documented asset.
Velux operates in the roof-window and skylight category where concentration among leading manufacturers is significant. According to htfmarketinsights.com, the top three roof-window manufacturers collectively held more than 80% of the global market in one estimate, while hengceresearch.com places Velux Group's share of the global skylight segment at between 18% and 22%, establishing the brand as a dominant but not unchallenged category player. Competitors such as Fakro and Keylite occupy meaningful portions of the remaining market, creating pressure on Velux to defend its position not merely through product specification but through brand meaning.
The strategic insight behind 'Let Nature Back Into Your Home' is rooted in a generational behavioural shift. The 'The Indoor Generation' platform, which &Co developed for Velux beginning in 2018, identified that contemporary children spend disproportionately more time indoors than previous generations, a behavioural pattern driven by digital screens and changing patterns of play. Rather than addressing this trend through a product-feature argument, Velux and &Co chose to frame roof windows and skylights as cultural correctives — objects that restore a fundamental human relationship with daylight, air, and the natural world outside.
In Denmark, where the campaign originates, this framing carries particular resonance. Scandinavian design culture places high value on the relationship between interior living spaces and the natural environment, making the emotional logic of the campaign immediately legible to Danish consumers. By building on the diagnostic groundwork laid in 2018, the 2019 campaign moves the conversation forward: the problem has been named, and now a considered, emotionally grounded response is offered.
Martin de Thurah directs the campaign film, bringing a background in cinematic long-form storytelling to a three-minute piece that trades on emotional contrast rather than product demonstration. De Thurah's direction, produced through Bacon, gives the film a quality that trade press responded to positively: horizont.net described the work as 'impressive' in its May 2019 coverage, specifically noting the film's contrast between earlier generations of children playing outdoors and contemporary children spending time in front of screens.
The creative team at &Co assembled for the campaign includes Creative Director Robert Cerkez, Art Director Claus Collstrup, and Copywriter Peter Dinesen. This combination of senior creative leadership and a director with a strong visual sensibility produces a film that functions as a piece of cultural commentary first and a product advertisement second. The narrative structure is deliberately intergenerational: scenes of outdoor childhood play, presumably from earlier decades, are placed in dialogue with images of indoor, screen-oriented contemporary life. Velux's roof windows do not appear as hero products in a conventional sense but rather as architectural elements that mediate between the sealed interior and the living world outside.
As reported by controlpublicidad.com on 17 May 2019, the creative agency is identified as &Co/NoA — reflecting &Co's network affiliation — and Martin de Thurah is named as director. The film's emotional clarity in communicating a generational argument without didacticism is noted in trade coverage as a defining characteristic of the execution. The campaign's single-asset film format concentrates the creative investment into one piece designed for broad reach through PR and digital channels rather than a fragmented multi-format rollout.
No independently audited campaign performance figures for 'Let Nature Back Into Your Home' — such as reach, recall, or direct sales attribution — are publicly available from verified sources at the time of writing. What the public record does establish is the scope and quality of trade and media response the campaign generated in its launch window.
Horizont.net published positive coverage on 9 May 2019, describing the three-minute film as impressive and detailing a campaign structure that included the film, a dedicated website, influencer activity, and a global PR program. Controlpublicidad.com followed with its own coverage on 17 May 2019. The campaign was also recorded by adsoftheworld.com, which serves as a primary archival reference for the work. These responses from trade and industry publications across multiple markets indicate that the campaign achieved meaningful professional visibility beyond its Danish home market, consistent with the global PR ambitions described at launch.
Structurally, the campaign's effectiveness rests on its role within the 'The Indoor Generation' platform. By extending an established strategic narrative into a solution-oriented second chapter, 'Let Nature Back Into Your Home' reinforces brand coherence across consecutive years — a quality that builds category authority over time rather than delivering isolated campaign moments. The Clapboard Score of 70 out of 100 reflects this coherence and the quality of creative execution, while acknowledging the limited public documentation of quantitative outcomes.
Velux's 'Let Nature Back Into Your Home' is a 2019 Danish film campaign created by agency &Co. It contrasts earlier generations of outdoor childhood play with today's screen-dominated indoor lifestyles, positioning Velux roof windows as a means of restoring natural light and fresh air to modern homes. The film runs for three minutes.
Martin de Thurah directed the campaign film, with production handled by Bacon. De Thurah brought a cinematic long-form approach to the three-minute piece. Creative direction at agency &Co was led by Robert Cerkez, with Art Director Claus Collstrup and Copywriter Peter Dinesen also credited on the campaign, as documented by adsoftheworld.com.
'Let Nature Back Into Your Home' is the second installment of Velux's 'The Indoor Generation' platform, which &Co first launched in 2018. The 2018 campaign diagnosed excessive indoor living; the 2019 campaign extended that argument by presenting the home itself, reframed through daylight and ventilation, as the practical solution to disconnection from nature.
The campaign was published in Denmark in June 2019, created by Danish agency &Co for Velux. Trade coverage appeared as early as May 2019, with horizont.net reporting on 9 May and controlpublicidad.com on 17 May, indicating the campaign's global PR program was active before the formal June publication date recorded by clapboard.com.
The Velux 'Let Nature Back Into Your Home' campaign holds a Clapboard Score of 70 out of 100. The score reflects strong narrative craft and strategic coherence across the Indoor Generation platform, balanced against a relatively contained media footprint of one documented film asset and the absence of publicly verified quantitative performance data.
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