Philips’ refurbished products campaign from LePub wins Creative Business Transformation Grand Prix

LePub Amsterdam’s refurbished products campaign for Philips won the Creative Business Transformation Grand Prix at the Cannes Lions International Festival of Creativity on Thursday. Philips enlisted the Publicis Groupe agency to promote its “Refurb Editions,” products that have been sold online and returned within 30 days or returned under Philips subscription programs, with the goal of urging consumers to rethink their consumption habits. Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns By purchasing refurbished products, which use fewer raw materials and new parts, consumers can reduce their impact on the environment—and, in many cases, save money as well, according to Philips, which offers its Refurb Editions at a discounted rate. LePub worked with artist Maurizio Cattelan and photographer Pierpaolo Ferrari, co-founders of an Italian image-only magazine called Toiletpaper, to reimagine Philips’ vintage print ads with a retro-futuristic touch, highlighting refurbished products including hairdryers, razors and epilators. The campaign’s tagline, “Better than New,” challenged the idea that new is automatically better. “Philips has a great heritage in innovation,” LePub Chief Creative Officer Milos Obradovic said in a statement. “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.” The campaign ran across outdoor, print and social media. Philips also held a pop-up in Hamburg, Germany, where consumers could experience the refurbished products before buying online. Gold winners Publicis Conseil took home the sole Gold Lion in the category for its campaign for French automobile manufacturer Renault, “Cars to Work,” which offered new or used vehicles for lease to consumers who do not have financing options. The initiative also won the Creative Commerce Grand Prix today.

Philips’ refurbished products campaign from LePub wins Creative Business Transformation Grand Prix

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