Philips and iris Singapore address paternal affection by hijacking instruction manuals

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Philips 1.jpgWith the patriarch of the family, it is often just tough to express your heartfelt sentiments – even on Fathers’ Day. Many of us still struggle to share our feelings with our fathers the way we do with our mothers. Try as we might, no matter how articulate we are, some words are just too awkward to express.

 

As Fathers’ Day approaches us this Sunday, Philips teamed up with the creative minds at iris Singapore to launch its latest project to bridge this gap in emotional intimacy and help those who are struggling to voice out their paternal affection.

Philips2.jpgThe campaign kick-starts with a film launched on the Philips Home Living Facebook (Singapore). The film tells the story of Melvin, who just like most of us, finds it “challenging” and “weird” to tell his dad that he loves him, and concedes that sharing feelings with each other is not something they would do.

 

Instead more often than not, a gift helps represent our sentiment. So the iris team devised a way to overcome this barrier – by hijacking the most practical part of the gift, the instruction manual, to get sentimental.

 

The team replaced the usual guide with a highly personalized manual and helped Melvin show his affection to his dad, the man who taught him many things in life.

 

Philips.jpgAs part of the campaign, an in-store activation will follow suit at Best Denki, Ngee Ann City from 16th to 18th June for consumers to customize their own instruction manual to go along with their Fathers’ Day gift.

 

Charlene Marketing Manager at Philips Electronics Singapore said, “There is definitely still a social stigma where we are more emotionally muted when it is time to express our love to our fathers. This initiative by our brand is a small effort in encouraging people to open up to their fathers, and inspiring a positive trend of showing our appreciation and affection to our dads.”

 

Ed Cheong, Creative Director at iris Singapore said, “When it comes to fathers, we often take for granted that love is understood and fine to be left unsaid. But just like anyone, fathers too are sentimental creatures. We are excited to help make a difference, especially when it can be done with perhaps the most practical gift that your father would appreciate.”

 

Credits –

Creative Director: Ed Cheong

Senior Creatives: Michelle Fun, Sylvester Poh

Creative: Chng Woon Chien

Production House: CoolCheese

Senior Account Manager: Ng Shin Yi

Senior Planner: James Honda Pinder

Marketing Manager: Charlene Wong Philips