Philips, Inventive Company LePub, and Italian Journal TOILETPAPER Create Retro-Futuristic Imagery for ‘Higher Than New’ Marketing campaign

Philips and inventive company LePub collaborate with Italian image-only way of life journal founders to reframe innovation with the launch of Philips Refurb Editions

• Philips explores stress between ‘new equals higher’ and ‘higher than new’ with newest marketing campaign on refurbished merchandise
• Collaboration between Philips, inventive 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 shoppers with personalised shareable content material and highlights the sustainability advantages and ethos of refurbished merchandise

Amsterdam, June 29, 2023 – Royal Philips, a worldwide chief in well being expertise, as we speak introduced the launch of its ‘Higher Than New’ marketing campaign to create consciousness and traction for Philips’ refurbished merchandise. The inventive considering behind the marketing campaign focuses on the strain between ‘new equals higher’ and ‘higher than new’. Responding to the wants of an rising variety of shoppers 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 inventive 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 thought of innovation on its head.

Philips has at all times been on the forefront of innovation, the corporate’s objective being to enhance individuals’s well being and wellbeing by way of significant innovation. As a part of Philips’ response to as we speak’s shoppers’ 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 affect of utilizing refurbished merchandise is lower than shopping for a brand new product as a result of the necessity for uncooked supplies and new components is diminished. As we speak’s shoppers are extra knowledgeable and conscious of the necessity for sustainability than ever earlier than
and eager on discovering progressive methods to reside extra sustainable existence. And as client conduct shifts and modifications, how individuals purchase services and products and the way manufacturers promote them continues to evolve. Client surveys recommend that sustainability is taking part in an rising function in how individuals purchase – for instance, 38% of shoppers say they’re prepared 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 must be a model new selection: the choice of latest or refurbished. Philips Refurb Editions – merchandise which are given a second life with assured Philips high quality and the identical two-year assure as a brand new product – supply shoppers that thrilling and easy various. It additionally means much less waste. With greater than 39,000 refurbished merchandise discovering a brand new dwelling, Philips already averted 139 tons of e-waste in 2022 [2].

“At Philips, we imagine that innovation must be about making high quality merchandise you can get pleasure from for a very long time,” stated Josefien Olij, World Sr. Director Advertising and marketing 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 better consciousness of the advantages of re-using completely good merchandise, so shoppers can use much less and re-use extra in a enjoyable, straightforward, 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 ideas of innovation that Philips has persistently used previously, reframing them as an instance the brand new paradigm of reuse. The brand new message it conveys is that bettering individuals’s lives doesn’t should depend on new merchandise, it will also be achieved with merchandise that aren’t new.

“Philips has a terrific heritage in innovation,” stated Milos Obradovic – Chief Inventive Officer’ LePub. “To launch this new initiative and present how a expertise firm can lead us into the long run in a brand new approach, we revisited the corporate’s wealthy previous with a recent tackle what innovation can imply for the long run.”

To deliver the thought to life, LePub searched the archives of Philips promoting and, in collaboration with inventive 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 instance Philips’ portfolio of refurbished merchandise, with the disruptive and unconventional look of one in all TOILETPAPER’s visible signatures – the retro-future.

“Creativity by no means will get previous’’, stated 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 present 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 long run, with merchandise that individuals had been in a position to purchase just about however expertise reside. 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, “top-of-the-line 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 imagine that manufacturers can now not merely talk with shoppers and should now earn their place in individuals’s each day lives. Said in another way – it’s about serving to manufacturers ship actual worth (reasonably than messages). That’s why Le Pub is obsessive about creating progressive experiences that matter sufficient to “reside in tradition”. Fuelled by wealthy world 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 targeted on bettering individuals’s well being and wellbeing by way of significant innovation. Philips’ patient- and people-centric innovation leverages superior expertise and deep medical and client insights to ship private well being options for shoppers {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 frontrunner 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 could be discovered at www.philips.com/newscenter.