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Philips’
Air Purifier
Year: 2022
Campaign Type: Digital
Create engaging educative content to make people realise that indoor air pollution is a real problem, aiming to make this a Cannes Lions and Effie award worthy #learnontiktok campaign. This in turn will promote the newest Philips Air Purifier.
The Big Idea
The Philips Air Purifier filters everything toxic and hazardous in our immediate environment; which is exactly what we’re going to do on social media.
Introducing:
#filter the nasties
For a limited amount of time, Philips will make social media a better place.
How?
By introducing the product to socials, and turning it into the usnung ‘hero of the internet’.
We’ll duet and remix existing content, responding via the air purifier and becoming part of the social conversation.
We’ll filter toxic or harmful content for viewers across channels, from toxic people and disrespectful comments, to misinformation about indoor air pollution and air purifiers. We’ll also share ‘fresh’ information on the benefits of having an air purifier, linking everything back to educative facts.
We’ll also have a 10 minute air purifier ‘white noise meditation’ posted to all channels.
We’ll duet and remix existing content, responding via the air purifier and becoming part of the social conversation.
We’ll filter toxic or harmful content for viewers across channels, from toxic people and disrespectful comments, to misinformation about indoor air pollution and air purifiers. We’ll also share ‘fresh’ information on the benefits of having an air purifier, linking everything back to educative facts.
We’ll also have a 10 minute air purifier ‘white noise meditation’ posted to all channels.
Philips’ All-in-
One TVCs
Year: 2022
Campaign Type: Broadcast
Philips have a new product on the market, the All-in-One 8500 Series. They’re after an aspirational and disruptive campaign that supports the product launch and helps position the brand as #1 on the market for Garment Care.
They’re also looking to convert traditional iron users.
The Big Idea(s)
Five routes were presented; four of them mine.
Love it.
Care for it.
Love the clothes you wear, and love caring for them; which has never been easier than with the Philips AiO.
TVC:
We follow the story of a woman and her favourite black dress, which she (re)wears for all sorts of occasions; a dinner, a party, a family gathering, a date, an interview, at work, etc. Every time she wears it, we see her taking care of it with the AiO and all it’s handy functions.
TVC:
We follow the story of a woman and her favourite black dress, which she (re)wears for all sorts of occasions; a dinner, a party, a family gathering, a date, an interview, at work, etc. Every time she wears it, we see her taking care of it with the AiO and all it’s handy functions.
Your style
is timeless.
What’s ‘cool’ changes from day to day, but your style is what makes you uniquely you... and that doesn’t have to follow trends.
TVC:
We see a person using the AiO to take care of their clothing in their living room; this is the foreground. In the background, we see time ticking by, in the form of a time-lapse; decor and furniture upgrade, but the person stays in place. Only the items of clothing and the product look the same, as years pass, highlighting the difference that caring for your clothes with the AiO can make.
TVC:
We see a person using the AiO to take care of their clothing in their living room; this is the foreground. In the background, we see time ticking by, in the form of a time-lapse; decor and furniture upgrade, but the person stays in place. Only the items of clothing and the product look the same, as years pass, highlighting the difference that caring for your clothes with the AiO can make.
Make an everlasting
first impression.
Life is full of firsts - a first date, partner, job, apartment, child, and so on. They say you only have one chance to make a first impression that lasts a lifetime... so let’s encourage and enable people to wear and care for their clothes with pride.
TVC:
Here we see multiple people navigating their milestones, using the AiO on their clothing. We see them in various different settings and we show how the clothing makes them feel confident enough to make the right first impression.
TVC:
Here we see multiple people navigating their milestones, using the AiO on their clothing. We see them in various different settings and we show how the clothing makes them feel confident enough to make the right first impression.
Dare to Defy.
You have to dress for the life you want to lead. We’re encouraging people to express themselves wholeheartedly through fashion.
TVC:
We all have a piece of clothing that we wish we had the confidence to wear, but don’t (yet). In this, we see a person and the outfit they want to wear being steamed and ironed daily, just in case today might be the day they feel confident enough to wear it, but days pass... until one day they see someone that looks like them, shining. They’re left inspired and the next day, they throw caution to the wind and go for it, excited to dress how they’ve always wanted.
TVC:
We all have a piece of clothing that we wish we had the confidence to wear, but don’t (yet). In this, we see a person and the outfit they want to wear being steamed and ironed daily, just in case today might be the day they feel confident enough to wear it, but days pass... until one day they see someone that looks like them, shining. They’re left inspired and the next day, they throw caution to the wind and go for it, excited to dress how they’ve always wanted.
CD: Richard van Horssen
Creative: Aiyana Zammit
Motion Designer: Mel van den Berg
Project Manager: Christine Perez Soler
Creative: Aiyana Zammit
Motion Designer: Mel van den Berg
Project Manager: Christine Perez Soler
*Neither of these campaigns were realised due to the client’s internal issues.
© all concepts listed are mine, unless stated otherwise ©
© all concepts listed are mine, unless stated otherwise ©