Gen Z and young millennials spend much of their time on short-form social media platforms, where attention spans are brief. Simple, straightforward messaging that doesn’t waste your time is far more effective in this space.

In this campaign, we kept it brief—we only needed one second of your time. It’s all about simple, one-line propositions to ‘one up your brushing.’ Paired with visually engaging content, this approach helped Philips stand out on the timeline.

João Inácio | Creative Direction
- for pushing for one unique social concept

Joe Jordan | Creative
- for cooking up great ideas one after the other