Philips, LePub & TOILETPAPER - 'Better Than New' showcases refurbished products in retro-future style.

Philips, a global leader in health technology, today announced the launch of its ‘Better Than New’ campaign to create awareness and traction for Philips’ refurbished products.

The campaign's creative concept explores the contrast between the beliefs that 'new is always better' and 'better than new'. Philips aims to cater to the growing demand for sustainable products while promoting a circular economy by designing items that can be refurbished and reused. The 'Better Than New' campaign for Philips Refurb Editions is a collaborative effort between creative agency LePub (based in Amsterdam, the Netherlands) and co-founders of image-only magazine TOILETPAPER (artist Maurizio Cattelan and photographer Pierpaolo Ferrari). By harnessing the power of conflicting ideas, the campaign challenges the conventional notion of innovation.

“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.”

The "Better Than New" campaign spans both OOOH and three TV commercials, and promotes the idea of reducing waste and reusing items. The concept was also "recycled", as LePub searched the archives of Philips advertising and, in collaboration with creative art collective TOILETPAPER, refreshed Philips’ tradition of iconic print ads.

“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.”

The art director of TOILETPAPER, Maurizio Cattelan, collaborated with photographer Pierpaolo Ferrari to create a new campaign for Philips. They drew inspiration from vintage Philips posters that depicted past innovations and added their own unique blend of humor and striking visuals. The final result is a refreshed campaign that pays homage to Philips' history while showcasing their refurbished products with a fresh and unconventional style, which is a signature of TOILETPAPER's retro-future aesthetic.

’Creativity never gets old’’, said Maurizio Cattelan - Photographer Toiletpaper magazine. ‘’The new campaign for Philips has a retro-future perspective, where Philips vintage posters and past innovations are becoming new’’ added Pierpaolo Ferrari - Photographer Toiletpaper magazine.

In Hamburg, Germany, a Phillips "Better than new" Pop Up store used the retro-future visual identity of the
campaign to promote the proposition that refurb is the future, with products that people were able to buy virtually but
experience live.

Agencies: LePub
Campaign: Philips Sustainability - Refurb is the future
Advertiser: 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
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

Photographers : Maurizio Cattelan, Pierpaolo Ferrari
Creative Director : Micol Talso
Art Director : Antonio Colomboni
Art Director Assistant : Sara Matacena
First Assistant Photographer : Chiara Quadri
Second Assistant Photographer : Andrea Ceppi
Stylist : Elisa Zaccanti
Stylist Assistant : Bianca Luini
Casting Director : Simone Bart
Casting Assistant : Alessandra Richiardi
Set designer : Michela Natella
Set builder : Lorenzo Dispensa
Set designer Assistant : Giulia Varisco
Hair & makeup Artist : Lorenzo Zavatta
Hair & makeup Artist Assistant : Federica Russo
Digital : Tommaso Bressan
Creative Retouching Studio : Martin & Rainone
Production Coordinator : Stefania Biliato
Production Assistant : Fjoralba Murati
Production General Assistant : Alessandro Pagani
Backstage Photographer : Manfredi Prestigiacomo
Media Agency
Media agency : OMD

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