Philips has launched a campaign promoting Philips SenseIQ products from the haircare category. The campaign targets 19 European markets. It was created in Poland, with Michał Kisielewski (Point of You) directing the film.
PHILIPS Launches a New Campaign
The new PHILIPS campaign consists of creative assets designed for Meta, TikTok, YouTube and television. Static materials for POS will also appear. That One Agency was responsible for the strategy and creative.
Our work for Philips began with local campaigns, but now, after nearly four years, we work with their offices in the United States, across Europe, and even in South America. However, this is the first time we have created communication for so many markets from scratch – which is all the more gratifying given that it has been recognised as one of the brand's best campaigns in years – comments Michał Szydło, managing partner of the agency. - Michał Szydło, managing partner of That One Agency
PHILIPS with New Advertisements
Production of the advertisements was entrusted to F25, while media planning was handled by OMD. The films were directed by Michał Kisielewski (Point of You) – this is already the 3rd PHILIPS campaign he has worked on.
This is a major beauty campaign – both in terms of reach and the work put into it – and excellent proof that we can create communication locally that holds up not only in Poland but internationally; in this case, across 19 European markets. Thanks to a brilliant creative team, experienced production, and the talent of the creators involved in the project, we are delivering something to the client that we are all proud of. - Marcin Dworucha, managing director of the F25 production house.
Concepts from the Article
Philips Campaign Across 19 Markets – How Was It Created?
POS — Point of Sale. A location or communication materials at the point of purchase, e.g. displays, stands, wobblers, shelf talkers, posters, and in-store screens. The goal is to influence the decision at the moment of purchase.
Why it matters: It works in the last metre before the decision: at the shelf, where the customer chooses between brands. Good display can outweigh a competitor's campaign.
When it is used: In retail: displays, stands, promotion signage, screens at checkout counters.
What happens if it is skipped: Without materials at the point of sale, all communication breaks off before the shelf – and there, whoever is visible wins.
Production — Production. The process of preparing and executing creative material, e.g. a spot, photo shoot, podcast, graphic, website, or event. It covers pre-production, execution, post-production, quality control, approvals, and delivery of final files.
Why it matters: Its efficiency determines whether the idea survives the journey to broadcast: budget, schedule, and quality are settled in preparation and execution, not in the concept.
When it is used: For every material requiring execution: spots, shoots, podcasts, events, websites.
What happens if it is skipped: Without reliable production, a brilliant script ends up as material that is delayed, overpaid, or endlessly revised.
