Philips OneUp Veda

Creative idea

Cleaning is one of the most routine categories, making it difficult to create genuine conversation. To make people rethink traditional mop, Philips OneUp turned its global “Say goodbye to traditional mop” message into a visual game. We created a board centered around one word: “VEDA” (“FAREWELL”), placing a traditional mop between the letters. The unconventional layout invited people to mentally complete the word with the most familiar traditional mop brand: Vileda. After the implied brand responded, dozens of brands joined the conversation, turning this simple billboard into one of the most talked-about executions of recent times

Brand name: Philips Turkey Small Domestic Appliances
Advertiser / client: Versuni Turkey
Product / service: Philips OneUp Electric Mop
Campaign name: VEDA
Agency network: INDEPENDENT AGENCY
Agency: Happy People Project
Media agency: PHD Turkey
Additional company: PHD Turkey
Agency chief executive officer: Orçun Onural
Chief creative officer: Yaşar Akbaş
Creative director: Mesut Yüksel
Art director: Elif Göktürk
Copywriter: Ümit Açıkdilli
Account director (agency): İlayda Serbest Çeviker
Client account director: Merve Eraslan
Media director: Mert Yaprakoğlu