Philips is creating awareness and traction for its refurbished products in its “Better Than New” campaign which focuses on the tension between “new equals better” and “better than new”. The new campaign builds on Philips’ commitment to sustainability, driving a more circular economy.
Co-created with LePub, a creative agency, the Better Than New campaign uses the creativity engendered by a conflict of ideas, that is, new equals better versus better than new, with the aim to transform the stereotypical idea of innovation on its head. LePub looked in the archive of Philips advertising and in partnership with creative art collective TOILETPAPER, it refreshed Philips’ tradition of iconic print ads.
Josefien Olij, Global Senior Director, Marketing Communications at Philips, said the company believes innovation should be about making quality products that you can enjoy for a long time. “We are proud to launch our latest innovation, Refurb Edition products that are not just as good as new, but better than new.” Olij said the Better Than New campaign is about creating greater awareness of the benefits of reusing perfectly good products, so consumers can use less and reuse more in a fun, easy, and accessible way.
The campaign leverages the principles of innovation that Philips has consistently used in the past, reframing them to illustrate the new paradigm of reuse. It believes that improving people’s lives does not have to rely on new products, it can also be achieved with products that are not new.
Maurizio Cattelan, TOILETPAPER’s art director, and photographer Pierpaolo Ferrari looked at Philips’ vintage posters illustrating past innovations, injecting great wit and a powerful visual aesthetic. As such, the campaign did a refresh to highlight Philips’ portfolio of refurbished products, with the disruptive and unconventional look of one of TOILETPAPER’s visual signatures – the retro-future.
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