Top Women in PR 2014: Silvie Casanova

Silvie Casanova, Lighting Communications, Phillips Lighting North America 

Silvie is a one-woman show, navigating the North American market of the global lighting, healthcare and consumer lifestyle brand Phillips. The lighting industry moved in waves this year as technology trends and legislative mandates quickly evolved the category. Consumers, corporations and governments have all needed rapid re-education on what lighting in the 21st century is and will yet become. Silvie has been steadfast in riding these waves and telling these stories — all to benefit society and her company’s bottom line.

Phillips entered an exclusive partnership with Syfy for the world premiere of Sharknado 2: The Second One. For the first time ever, an original content creator crafted a unique lighting experience with the pairing of the Syfy Sync second screen app and Philips Hue smart bulbs, allowing the action to leap from the screen into users’ homes. Syfy fans were treated to a specially designed light track that uses audio cues from the Sharknado movies and translates them into ambient lighting effects. Working closely with Syfy’s PR and technical teams, Silvie made sure the world knew about Philips’ contributions to the cult phenomenon. By the time it aired, 26 unique stories and 324 million impressions had alerted audiences everywhere about Philips bulbs reflecting the film's stormy weather conditions and chainsaw induced shark carnage.