made with <3 by a friend of mine



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#UncoverPhilips laptop design
#UncoverPhilips mobile design

About this project

To celebrate the launch of Philips’ new shield, positioning and campaign, we were asked to help think of an innovative way to get people talking about the company’s new image.

The brief was simple:
How can we raise awareness for Philips’ new look?

We took the word ‘collaboration’ to heart, and constructed #uncoverphilips. The shield was broken up into a real-time and interactive mosaic with 50.000 pixels. By connecting through Facebook, Twitter or LinkedIn, visitors could claim a pixel of their own and help solve the mosaic. This way we excited employees, fans and visitors to collaborate, and together uncover the new Philips logo before it was officially unveiled.

This online experience was built using the latest technology (HTML5, CSS3, Node) so it worked cross-browser, cross-device and completely in realtime. It was also available in 7 different languages.

desktop screen


No paid media was invested in the campaign. To promote the campaign we used Philips’ owned media channels; an emailing to Philips employees and clever use of Philips’ social media channels. The campaign generated a huge amount of social buzz and PR.



hours of campaign


unique visitors


different countries



of visitors claimed a spot


#uncoverphilips items on social media

€ 0,-

media spend

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Have any questions about the project?

Marcel van der Heijden

Managing Partner

Phone +31 6 383 068 63