Instead of promoting products, Philips has leveraged a different approach to introduce its signature electric toothbrushes: inviting people to smile. In its latest campaign, Philips Sonicare has rolled out a video showcasing smiles from different people from different generations.
As the pandemic persists, people can hardly see the smiles of their loved ones, with most of our faces covered by masks since last year. However, in its latest video, Philips features people from four different generations who are not shy to show his or her smiling faces to others. More importantly, everyone has the confidence to show a big smile as they have healthy teeth and gums.
Apart from the brand video, the campaign also includes three feature videos with each showcasing an advanced technology of the Philips Sonicare series in a short-form video format.
"We all know that even seeing someone's smiling face has become priceless these days. We want to remind everyone how precious to show a smile and care with our loved ones is (through this campaign)," said Rudi Leung, director of Hungry Digital.
Brand: Philips Hong Kong marketing team (Rita Lee, Candy Chu and Rebecca Sze)
Creative agency - Hungry Digital
Creative director - David Lo
Associate director, creative strategy - Charlie Tsang
Art director - Jimmy Jim
Copywriter - Rudi Leung
Video production - Haus
Director - Frank Shek
Producer - Suzanne Tung
Art Director - Fly Tam
DOP - Chiu Wai Tung
Production manager - Kelvin Leung
Editor - Buck Yau and Kenneth Cheng
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