Philips and artistic company LePub collaborate with Italian image-only life-style journal founders to reframe innovation with the launch of Philips Refurb Editions
- Philips explores pressure between ‘new equals higher’ and ‘higher than new’ with newest marketing campaign on refurbished merchandise
- Collaboration between Philips, artistic company LePub and Italian image-only journal
TOILETPAPER creates retro-futuristic imagery for ‘Higher Than New’ marketing campaign, impressed by Philips’ historical past of iconic promoting - Launching at a Pop-Up retailer in Hamburg, Germany, the marketing campaign engages customers with customized shareable content material and highlights the sustainability advantages and ethos of refurbished merchandise
Amsterdam, June 29, 2023 – Royal Philips, a world chief in well being expertise, in the present day introduced the launch of its ‘Higher Than New’ marketing campaign to create consciousness and traction for Philips’ refurbished merchandise. The artistic considering behind the marketing campaign focuses on the strain between ‘new equals higher’ and ‘higher than new’. Responding to the wants of an growing variety of customers and constructing on the corporate’s dedication to sustainability and driving a extra round financial system, Philips’ aim is to make merchandise that may be refurbished and reused. The Philips Refurb Editions ‘Higher Than New’ marketing campaign, which has been co-created with artistic company LePub (Amsterdam, the Netherlands) and co-founders of the Italian image-only journal TOILETPAPER (artist Maurizio Cattelan and photographer Pierpaolo Ferrari), makes use of the creativity engendered by a seeming battle of concepts – new equals higher versus higher than new – to show the stereotypical concept of innovation on its head.
Philips has all the time been on the forefront of innovation, the corporate’s objective being to enhance folks’s well being and wellbeing by significant innovation. As a part of Philips’ response to in the present day’s customers’ wants and thru its dedication to sustainability and driving a extra round financial system, it’s the aim to make merchandise that may be refurbished and reused. The environmental impression of utilizing refurbished merchandise is lower than shopping for a brand new product as a result of the necessity for uncooked supplies and new elements is diminished. At the moment’s customers are extra knowledgeable and conscious of the necessity for sustainability than ever earlier than
and eager on discovering progressive methods to dwell extra sustainable life. And as client conduct shifts and modifications, how folks purchase services and products and the way manufacturers promote them continues to evolve. Shopper surveys counsel that sustainability is taking part in an growing function in how folks purchase – for instance, 38% of customers say they’re keen to pay extra for a sturdy product and 40% purchase second-hand merchandise [1]. Philips believes that in addition to a brand-new product there needs to be a model new alternative: the choice of latest or refurbished. Philips Refurb Editions – merchandise which might be given a second life with assured Philips high quality and the identical two-year assure as a brand new product – supply customers that thrilling and easy various. It additionally means much less waste. With greater than 39,000 refurbished merchandise discovering a brand new house, Philips already prevented 139 tons of e-waste in 2022 [2].
“At Philips, we consider that innovation needs to be about making high quality merchandise that you would be able to get pleasure from for a very long time,” mentioned Josefien Olij, International Sr. Director Advertising Communications at Philips. “We’re proud to launch our newest innovation – Refurb Version merchandise that aren’t simply nearly as good as new, however higher than new. The ‘Higher Than New’ marketing campaign is about creating larger consciousness of the advantages of re-using completely good merchandise, so customers can use much less and re-use extra in a enjoyable, simple, accessible approach.”
The ‘Higher Than New’ marketing campaign revolves round the necessity to use much less and reuse extra. The marketing campaign makes use of the rules of innovation that Philips has constantly used up to now, reframing them as an example the brand new paradigm of reuse. The brand new message it conveys is that enhancing folks’s lives doesn’t need to depend on new merchandise, it can be achieved with merchandise that aren’t new.
“Philips has a terrific heritage in innovation,” mentioned Milos Obradovic – Chief Inventive Officer’ LePub. “To launch this new initiative and present how a expertise firm can lead us into the longer term in a brand new approach, we revisited the corporate’s wealthy previous with a recent tackle what innovation can imply for the longer term.”
To deliver the thought to life, LePub searched the archives of Philips promoting and, in collaboration with artistic artwork collective TOILETPAPER, refreshed Philips’ custom of iconic print adverts. TOILETPAPER’s artwork director Maurizio Cattelan and photographer Pierpaolo Ferrari revisited Philips’ classic posters illustrating previous improvements, injecting nice wit and a strong visible aesthetic. The result’s a marketing campaign true to Philips’ previous however refreshed as an example Philips’ portfolio of refurbished merchandise, with the disruptive and unconventional look of certainly one of TOILETPAPER’s visible signatures – the retro-future.
“Creativity by no means will get outdated’’, mentioned Maurizio Cattelan – Photographer Toiletpaper journal. “The brand new marketing campaign for Philips has a retro-future perspective, the place Philips classic posters and previous improvements have gotten new’’ added Pierpaolo Ferrari – Photographer Toiletpaper journal.
The ‘Higher Than New’ marketing campaign is at the moment being rolled out in Germany and was launched in outside, print, and social media on June 15, 2023. Within the coronary heart of Hamburg, Germany, a Pop Up retailer used the retro-future visible identification of the marketing campaign to advertise the proposition that refurb is the longer term, with merchandise that folks had been capable of purchase nearly however expertise dwell. It provided a compelling expertise of how reusing merchandise could also be a greater future for all of us.
Watch the movies right here:
Shaver: https://youtu.be/ehH9fnP8Tr8
Haircare: https://youtu.be/XGOJTGfSR3A
Lumea: https://youtu.be/5cW43cX-l-Q
About LePub
Le Pub was created by combining the famend Publicis Italy (“#1 Inventive Company in World” – Adweek 2021, #1 Inventive Company in World” – WARC 2022, “#2 Inventive Company within the World” at Cannes 2021, “Most Efficient Advert on the planet” – Kantar 2021, “among the finest and bravest company on the planet” for the Contagious Pioneers rating 2022)& best-in-class information, media, and expertise experience from throughout Publicis Groupe.
At LePub we consider that manufacturers can not merely talk with customers and should now earn their place in folks’s each day lives. Acknowledged otherwise – it’s about serving to manufacturers ship actual worth (somewhat than messages). That’s why Le Pub is obsessive about creating progressive experiences that matter sufficient to “dwell in tradition”. Fuelled by wealthy international information and powered by world-class creativity – Le Pub is the place manufacturers meet tradition. www.le.pub
About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a number one well being expertise firm centered on enhancing folks’s well being and wellbeing by significant innovation. Philips’ patient- and people-centric innovation leverages superior expertise and deep medical and client insights to ship private well being options for customers {and professional} well being options for healthcare suppliers and their sufferers within the hospital and the house. Headquartered within the Netherlands, the corporate is a pacesetter in diagnostic imaging, ultrasound, image-guided remedy, monitoring and enterprise informatics, in addition to in private well being. Philips generated 2022 gross sales of EUR 17.8 billion and employs roughly 77,000 staff with gross sales and companies in additional than 100 international locations. Information about Philips may be discovered at www.philips.com/newscenter.
