Philips - For everybody and every body
Together with Dept Agency we created a social-led campaign full of things never shown before, but real as life. Philips embraces male body positivity and brings out male grooming as it is to send a message to men: we all have a more or less imperfect body, different hair in different places, but no one should be ashamed, uncomfortable, or renounce making the most of it. This product is for everybody and for every-body. This one is for you all.
Body hair positivity
If you want to connect with the audience you should be authentic and honest about how life looks like for most of them. Be relatable, truthful, democratic. So let’s untaboo some clichés and celebrate all body and hair types. A diverse cast of hairy backs, patchy beards and hair not usually seen on screen showcases the Multigroomer 7000’s adaptability and male hair diversity. Because human beings are diverse, and it’s one of our most appealing aspects.
Social first
Dozens of storylines were created to connect with all the not-so-perfect men with hair growing in all the normal and weird places. The campaign was heavily based on social media assets, bringing closer this reality to consumers all over the world, and the obvious solution for all their grooming needs.
Agency: Dept
Location: Amsterdam
Production Company: Wenneker
Director: Rocío Crudo
Role: Creative Lead / Snr. Art Director