Phillips – Better than new

Awards Cannes Lions: Grandprix in category: Business transformation & Clio: Gold in category: Experience / Gold in category: Services / Gold in category :creative strategy & Eurobest: Gold in categorybusiness transformation.

Co.lab with Le Pub CCO: Bruno Bertelli, ECD: Sandrine le Goff & Jessica Kersten, producer: Francesca Baldrighi and Account Director: Sanne Kragten

We feel #BetterThanNew with our first campaign for Phillips with LePub! Together with TOILETPAPER magazine, we turned the stereotypical idea of innovation on its head by unveiling Philips Personal Health latest innovation: a collection of refurbished products that are not just as good as new but better than new. This campaign celebrates Philips’ goal to make products that can be refurbished and reused. With artist Maurizio Cattelan and photographer Pierpaolo Ferrari and their fabulous creative team led by Micol Talso, we refreshed Philips’ tradition of iconic print ads, with TOILETPAPER’s retro future. It went live in Germany in outdoor, print, and social media, and was launched in the heart of Hamburg with a Pop Up stall in the middle of a flea market. Celebrating what the future is made of: better re-use of products to sustainably reduce resources and waste.

We are so proud that we won The GRANDPRIX for Creative Business Transformation for our Philips Refurb campaign in Cannes in 2024. Germany is one of Philips’ biggest markets but suffers from a high return rate of ecommerce sales. In 2022, an estimated 530 million packages were returned. To highlight the problem of returned electrical products going to landfill, the brand promoted an exclusive range of refurbished returned products, The Better Than New Refurb Editions, which came with extended warranties. Philips drove awareness of the range by only selling refurbished products on its website on Earth Day, and also with a flag sip stall on a flea market in Hamburg. We also created an AR activation near the Berlin TV tower, where passersby could scan a QR code to reveal huge virtual piles of returned gifts in cities, to underline the scale of the problem. The filter also served as an interactive digital store in which people could buy Philips Refurb Gifts. The campaign resulted in Philips selling 52,000 returned products, and stopping 185 tons of e-waste and an estimated 277 tons of CO2 emissions. Philips is on a mission, this year we also encourage people to repair philips products with local repair shops and Prusa 3D printers.

I love it when we can put creativity at the service of good and convince a brand like Philips to use this to make a real impact for the better. As it turns out: Purpose is good for business. I hope more brands will follow.