PHILIPS - EXPRESS YOURSELF EVERY DAY
Problem: Our audience of 25-35 year old men wet shave out of habit.
Insight: Our competition, Gillette, is all about clean-shaven conformity and cliched aspirational role models.
Idea: Inspire our audience to express themselves within the routines of their everyday lives. To do this we scour the World to find the best examples of this kind of self expression, then we showcase them in online documentaries and an integrated, global campaign.