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The Brief
Build a TTL campaign for male grooming, a confused category that offers a vast range of face, body and hair electric grooming products.
Our Task
Bring clarity to a poorly understood category, retain leadership against competitors, increase sales in a declining market and appeal to both male consumers and male/female shoppers.
The Strategy
Create a campaign that engages with the consumer inviting him to re-appraise how he looks and how he feels about himself. Phillips is offered up as the head to toe grooming solution to enable this anticipated change and give men back the confidence and sense of self they have been lacking.
The Idea
: “I Am Me" is about finding (or rediscovering) our identity as an individual, and as a group.
It’s about being content and honest with who we are, revealing our true character and celebrating it.
The Results
The creation of a new vision for male grooming that elevates Philips to market leaders.
The concept has been executed in all key markets globally within both specialist and mass retail.
The project is used within Philips as a benchmark shopper activation project.
1* Visuals are conceptual and differ in some ways from the final executions.
2* Concept developed independently by Vivid Brand.
