PHILIPS ONE BY SONICARE

Client: Philips

Director: Klabautermann Images

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Philips One, the One case

This is the One, the One campaign to…
One up your brushing!
This One is the ideal one for those who are still stuck to their manual toothbrush. The Ones who haven’t yet bought a powered toothbrush because of its price, size, or fear of changing an old habit.
To all those people, it’s time to take your brushing
One level up.

 

Here is the simple One. The One that cleans better than your old manual one. It is the 90-day, long-lasting, battery-powered One. The hassle-free One. The comes-in-multiple-colors-to-match-you One. The portable One that comes in its own case designed to take with you. The One that fits your style, your bag, your smile, your life.
Welcome to the One that will power your everyday.

Philips One by Sonicare.

Online Video  – Spotify

Together with the creative duo from Lovely, we’ve been responsible for the overall creative approach of the Philips One campaign, focusing on reaching Millennials & Gen Z to One up their brushing. Dept has taken the creative concept and developed a complete social deck that we’ve brought to life with director duo Klabautermann and photographer Lisa de Wolf.

A true collaboration between Wenneker.Amsterdam, Lovely, Dept and client Philips to deliver the full modular toolkit of the new Power Toothbrush of Philips.

Product Film

Research has shown that our target audience spends on average 1,7 seconds looking at one ad before losing attention. The speed in which they digest information is second to none… They’re busy, multitasking beings, that look at a statue of liberty of content per day. So, the best way to approach them is to ask for One second of their time.
One moment. Because we only need One to convince them that the Philips One is the right One for them.

So we’ve created a unique set of 1,7 second ads!

Social  – 5x 1,7s

Social  – 5x 1,7s

Social  – 5x 1,7s

But there’s much more…

The development of the asset toolkit all started with approaching the project in a modular way. The Sonicare One comes in 4 different colors, we also wanted a diverse cast in order to create an inclusive, rich campaign. With these 2 elements, we’ve been able to shoot a diverse selection of vignettes from brushing to lifestyle scenes that we could mix and match to create all kinds of different assets.
Assets that focus on brushing, or assets that focus on the TO GO aspect to assets that focus on the fashion aspect of the brush.

Social  – Wherever

Social  – Tap & Hold

Social  – Case

Our campaign is a mix of lifestyle, graphics, fashion and social elements. The director duo Klabautermann images have gone all out using iPhones, 8mm camera, FPV drone, analogue photography to create a campaign focusing on our target audience.

Together with Lisa de Wolff we’ve been able to approach the photography for the campaign in line with what you’d see on social channels like Instagram or Facebook. Combining fashion with product and lifestyle.

What’s more…

Half a year after the first products have been launched we’ve also launched and shot add on footage for the new rechargeable Philips One brushes. New colors, but in the same style. By recoloring lifestyle shots and graphics we’ve been able to simply shoot additional content leveraging the original shoot and extend the full product portfolio with similar assets. All thanks to the consistent approach and visual production style.

Social  – For You

Social  – Charge

Social  – Split

A truly unique project! Want to know more about our approach and solutions? Reach out and we’ll tell you all about it.

Case Film

This is the One, the One campaign to…
One up your brushing!
This One is the ideal one for those who are still stuck to their manual toothbrush.
The One for Millenials & Gen Z that have a 1.7” attention span…

A modular production puzzle with;

The colorful one, the diverse one, the fashionable one, the lifestyle one and the we’ll show you how easy it is to use One.

To all those people, it’s time to take your brushing
One level up.
Here’s the social one.
The photogenic one…
The battery one… and the rechargeable one
The one that fits in every banner.

Social  – Options

Social  – Charge

Social  – You

The One that fits a modular campaign…
Delivering One strong worldwide toolkit.
The One that fits your style, your bag, your smile, your life.
Welcome to the One that will power your everyday.

PHILIPS ONE BY SONICARE