To launch the new tagline globally, Philips organised an event for press, management staff and strategic partners. We created a teaser around the white box, the subject of the ad campaign, which floated on the Amsterdam canals the week prior to the launch. On the day of the launch a huge wrapped floating box was unveiled by Philips CEO mr. Gerard Kleisterlee in front of the press. We created a fully white event location in an industrial warehouse, spiced up by a spectacular AV and light show, inspired by the Philips’ slogan “Technology should be as simple as the box it comes in.” Philips stock raised 3.1% on that same day…

Commisioned by Kubik

Advertising campaign: DDB London

Strategy & communications: MS&L, Publicis Van Sluis Consultants

Design, development & production: Kubik