Philips - Refurb: Better Than New (case study)

The "Better than New" campaign for Philips Refurb Editions launched in Germany, highlighting the brand’s commitment to sustainability with eye-catching visuals and a compelling message. On June 20, a Pop-Up Store in Hamburg's Rindermarkthalle St Pauli invited people to explore the concept that new doesn't always mean better. Instead of selling products, the store promoted the idea that purchasing refurbished items can reduce environmental impact while still providing high-quality products with the same two-year warranty as new ones.
Philips collaborated with Amsterdam-based creative agency LePub and the co-founders of Italian image-only lifestyle magazine TOILETPAPER to create the campaign’s visuals. The imagery, featuring TOILETPAPER's signature retro-future style, revisited Philips' iconic mid-twentieth century advertising with a modern twist. This creative approach was designed to capture the imagination and attention of consumers, challenging them to rethink their purchasing habits.
The campaign aimed to raise awareness of the benefits of refurbished products, emphasizing Philips' circular business models that use fewer raw materials and generate less waste. By featuring more than 39,000 refurbished products that found new homes in 2022, the campaign highlighted Philips' success in preventing 139 tons of e-waste and generating 18% of its revenue from circular propositions that year.
Robert Metzke, Philips Global Head of Sustainability, emphasized the campaign’s goal to change perceptions about new purchases. The "Better than New" campaign underscored Philips' ambition to generate 25% of its revenue from circular products by 2025, with all products designed using EcoDesign principles. The striking visuals and innovative approach aimed to make sustainability appealing and stylish, reinforcing Philips' dedication to embedding sustainability in its business practices and achieving long-term impact.
AWARDS
Cannes Lions 2024
- Creative Business Transformation Grand Prix
CREDITS
Brand: Philips.
Global Head of Sustainability: Robert Metzke.
Global Head of Marketing Personal Health: Claudia Calori.
Creative Agency: LePub, Amsterdam.
Visuals: TOILETPAPER, Maurizio Cattelan (Artistic Director) and Pierpaolo Ferrari (Photographer).
Production Companies: Ambassadors Amsterdam and Shotz Berlin.
Post Production Company: Lens That (AR Creative Studio), Warsaw.
Media Agency: OMD Amsterdam.
PR Agency: Ketchum Amsterdam.
Tech Support: LeGarage, LePub's tech and innovation hub.

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