The new alarm clock has been launched by Phillips and DDB Amsterdam  as a promotion of day light itself. It is a so called ‘Wake-up Light’, which works as a real Sun, by increasing light as the day goes on.

They got the idea off the simple nature’s phenomenon that all the animals wake up with the light, and so do humans. They have challenged people on the Wake Up Challenge so that they could see if there was any difference between the Wake-up Light and the ordinary alarm clock. They tested it on people who are not the so called morning persons and discovered that they don’t feel any morning sleepiness anymore.

They have made the Facebook app, with the invite for testing the product, and added a quiz, where users are asked a series of questions about their wake-up regime, and then presented the results in a video. Five-hundred lucky app users were able to test Phillips’ new sunlight simulator (you can watch that here). They have also tested it in the darkest city in the world, Lonyearbyen in Norway, where it’s dark for over six months.