Philips takes home Cannes Lions Creative Business Transformation – Sustainable Commerce – Grand Prix award for Better than New campaign

Jun 25, 2024 | 3 minute read

Philips has been awarded the Cannes Lions Grand Prix award in the Creative Business Transformation category, for its "Better than New" initiative, which brought attention to its new refurbished product portfolio (Philips Refurb Edition) launched last year in Europe, with Germany as the lead country.

Grand Prix award for Better than New campaign

Philips Refurb Edition products are part of Philips' commitment to sustainable practices without compromising on quality or affordability. Each product undergoes rigorous inspections and cleaning via a team of experts, along with component replacements as needed – and ships with the same 2-year warranty as new products.

As a global leader in sustainability, we've embedded circular design across our categories - and now delivering a full-loop refurbished program enables us to give previously loved products a second life, helping to support consumers in making more sustainable choices.

- Marlies Gebetsberger, Head of Western Europe, Philips Personal Health

"As a global leader in sustainability, we've embedded circular design across our categories - and now delivering a full-loop refurbished program enables us to give previously loved products a second life, helping to support consumers in making more sustainable choices," said Marlies Gebetsberger, Head of Western Europe, Philips Personal Health.

"'Better than New' has redefined the perception of refurbished products, illustrating the role of authentic, impactful creative in elevating the sustainability conversation across the industry. Through this work, we're fueling our sustainability goals and demonstrating that refurbishment can mean premium quality," said Claudia Calori, Head of Global Marketing Excellence, Philips.

"We're thrilled that our 'Better than New' refurbishment campaign resonates so strongly on the global stage – a testament to how powerful creative can drive the greater good. This initiative stands out through its iconic use of retro imagery, reimagined by the creative minds at TOILETPAPER Magazine & LePub – looking backwards to move forward – transforming the traditionally solemn green sustainability narrative into a dynamic, fully integrated experience," said Josefien Olij, Senior Marketing Communications Director, Philips.