Philips 'Better Than New' - Retro-futuristic TV campaign for refurbished products.

A new campaign named 'Better Than New' has been launched in Germany. It was introduced on June 15, 2023, through outdoor, print, and social media.

In Hamburg, Germany, a Pop Up store was set up to showcase the campaign's retro-future visual identity. The store provided visitors with a chance to experience live the refurbished products that could be purchased.

“At Philips, we believe that innovation should be about making quality products that you can enjoy for a long time,” said Josefien Olij, Global Sr. Director Marketing Communications at Philips. “We are proud to launch our latest innovation – Refurb Edition products that are not just as good as new, but better than new. The ‘Better Than New’ campaign is about creating greater awareness of the benefits of re-using perfectly good products, so consumers can use less and re-use more in a fun, easy, accessible way.”

“Philips has a great heritage in innovation,” said Milos Obradovic – Chief Creative Officer’ LePub. “To launch this new initiative and show how a technology company can lead us into the future in a new way, we revisited the company’s rich past with a fresh take on what innovation can mean for the future.”

Agencies: LePub
Campaign: Philips Sustainability - Refurb is the future
Advertiser: Philips
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
LePub
Global CEO LePub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli
LePub Global Creative Team
Chief Creative officer: Milos Obradovic
Creative Director: Jessica Kersten
Creative Director: Sandrine Le Goff
Jr Art Director: Alejandro Gutierrez
Jr Copy Writer: Nikolaj Malchev
LePub Global Strategist
Chief Strategy Office: Isabella Mulholland
Strategic Planner: Martina Rinciari
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
LePub Global PR Team
Global Head of PR & Communication: Isabella Cecconi
Global Senior PR & Communication Manager: Julie Foulet