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Philips: Shaver


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Royal Philips, a global leader in health technology, today announced the launch of its ‘Better Than New’ campaign to create awareness and traction for Philips’ refurbished products. The creative thinking behind the campaign focuses on the tension between ‘new equals better’ and ‘better than new’. Responding to the needs of an increasing number of consumers and building on the company’s commitment to sustainability and driving a more circular economy, Philips’ goal is to make products that can be refurbished and reused. The Philips Refurb Editions ‘Better Than New’ campaign, which has been co-created with creative agency LePub (Amsterdam, the Netherlands) and co-founders of the Italian image-only magazine TOILETPAPER (artist Maurizio Cattelan and photographer Pierpaolo Ferrari), uses the creativity engendered by a seeming conflict of ideas – new equals better versus better than new – to turn the stereotypical idea of innovation on its head. Philips has always been at the forefront of innovation, the company’s purpose being to improve people’s health and well- being through meaningful innovation. As part of Philips’ response to today’s consumers’ needs and through its commitment to sustainability and driving a more circular economy, it is the goal to make products that can be refurbished and reused. The environmental impact of using refurbished products is less than buying a new product because the need for raw materials and new parts is reduced. Today’s consumers are more informed and aware of the need for sustainability than ever before and keen on finding innovative ways to live more sustainable lifestyles. And as consumer behavior shifts and changes, how people buy products and services and how brands sell them continues to evolve. Consumer surveys suggest that sustainability is playing an increasing role in how people buy – for example, 38% of consumers say they are willing to pay more for a durable product and 40% buy second-hand products. Philips believes that as well as a brand-new product there should be a brand- new choice: the option of new or refurbished. Philips Refurb Editions – products that are given a second life with guaranteed Philips quality and the same two-year guarantee as a new product – offer consumers that exciting and simple alternative. It also means less waste. With more than 39,000 refurbished products finding a new home, Philips already avoided 139 tons of e-waste in 2022. The ‘Better Than New’ campaign revolves around the need to use less and reuse more. The campaign uses the principles of innovation that Philips has consistently used in the past, reframing them to illustrate the new paradigm of reuse. The new message it conveys is that improving people’s lives does not have to rely on new products, it can also be achieved with products that are not new.
Credits Other credits

Philips

Head of Marketing Center of Excellence - Claudia Calori

Global Sr. Director Marketing Communications: Josefien Olij

Marketing Planning & Operations Director - Timo Wassermeier

Senior Integrated producer: Gustavo Velho

Agency

Global CEO LePub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli

LePub Global Account Team

General Manager Publicis Italy: David Pagnoni

Business Director: Francesca Baldrighi

Account Director: Sanne Kragten

Account Manager: Ayuningtyas Baskoro Djarot

Chief Production Officer: Francesca Zazzera

Head of Video Production: Anna Sica

Art buyer: Rossana Coruzzi

Producer: Sabrina Sanfratello

Post producer: Alina Chaplygina

Digital Art Director: Ariberto Anastasi

Production e Print Manager: Tina Paolella

Digital Project Manager: Ornella Scarparo

Digital Producer Supervisor: Simona Caldarini

Motion Graphic Designers: Prodigious Stefano Moretto, Matteo Marzano

TOILETPAPER

Photographers : Maurizio Cattelan, Pierpaolo Ferrari

Creative Director : Micol Talso

Art Director : Antonio Colomboni

Art Director Assistant : Sara Matacena

First Assistant Photographer : Chiara Quadri

Second Assistant Photographer : Andrea Ceppi

Stylist : Elisa Zaccanti

Stylist Assistant : Bianca Luini

Casting Director : Simone Bart

Casting Assistant : Alessandra Richiardi

Set designer : Michela Natella

Set builder : Lorenzo Dispensa

Set designer Assistant : Giulia Varisco

Hair & makeup Artist : Lorenzo Zavatta

Hair & makeup Artist Assistant : Federica Russo

Digital : Tommaso Bressan

Creative Retouching Studio : Martin & Rainone

Production Coordinator : Stefania Biliato

Production Assistant : Fjoralba Murati

Production General Assistant : Alessandro Pagani

Backstage Photographer : Manfredi Prestigiacomo

Media Agency Media agency : OMD

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