As the first step in building long term consumer engagement, Philips Male Grooming has launched a through the line campaign to inspire and enable men to ‘Express Yourself Every Day’. The campaign by DDB London, Tribal, One Voice, Carat, IRIS and Philips aims to help male consumers (25+ years old) realize that self-expression can be something they do every day—from the way they walk, to the job they do, to the way they shave and groom. Real guys that change mundane aspects of their daily routine into an opportunity for self-expression are at the heart of the emotionally-led campaign, which is set to break the conventions of the traditionally conservative and predictable male grooming category that has sold men on the clean shaven look for the past 30 years.

The worst thing about mornings is waking up, but Philips helps mankind deal with it. Last year, the domestic appliances manufacturer launched the hilarious ‘Wake up the Town’ project, a one-of-a-kind experiment which took place in Longyearbyen, Norway, the world’s northern-most settlement with a population over 2,000, where sun doesn’t rise for about four months each year. There, the brand was testing its Wake-up Light, gadget, an alarm-clock, which uses light, not the usual annoying sounds to help people shake off drowsiness in the morning—it was a tough challenge regarding the fact that in the town the polar night lasts from October till February. The residents of the town received the gadget to use it during the dark period and when the long night was over, they provided their feed-back. After six weeks of the experiment, 87% of respondents said they “were waking up feeling more refreshed, alert and ready for the day,” so Wake-up Light proved its effectiveness in extreme conditions (see the report here), but will it help people in countries where sun doesn’t disappear for longer than 12 hours?