Philips - OneBlade Global Campaign

Philips - OneBlade Global Campaign

OneBlade is Philips’ flagship male grooming product. It is so unique that it has created its own category. We found out that it’s the highest-rated shaver ever, the one with the most 5-star ratings (by far) according to Amazon. So we started to take a look at the things people were saying about it… and well, we couldn’t have scripted these things. So, for the launch of its new edition, we explored the tension between fact and fiction using cinematic cues, to prove – once and for all – that the OneBlade is simply special and unique, just like the stories of our consumers are. Because only a one-of-a-kind product could evoke such emotions.

5-star reviews

James Davis gave the OneBlade 5 stars and wrote: “As a modern-day Shakespear might say: ‘To shave, or not to shave, that is the question’. The answer is the Philips OneBlade.” We discovered ladies that borrowed it from their partners to satisfy their grooming needs. Some guy described in detail how he took care of his «crown jewels» and got amazing results… So we turned them into films and campaign stories, based on real opinions. Honest reactions dramatised with fiction to demonstrate the legitimate superiority of the product, as our consumers described it on some of the most important online sales platforms.

Art direction

The One-of-a-Kind concept plays with the idea of a product so unique that it defies reality by turning it into fiction, so we thought that should be extended to the Art Direction. We needed to show ourselves different from the competitors, but even from the usual communications in the category. From the photography to the product renders to the layout and graphic elements, everything had to have an unusual, cinematic feel, a distinct film poster flavor to support the message: these amazing reviews may not seem real – just like film stories aren’t – but you know what? They are.