Philips is running “Tables You Need To Hear”, an advertising campaign using pub tables to get young adults to try out their headphones. Pub goers across London got a chance to listen to trending music curated specifically for the neighbourhood they were in just by plugging their headphones into bespoke tables. Each table featured hand illustrated typography and iconography inspired by its neighbourhood – all prompting people to plug their headphones directly into the table (Philips headphones were provided by the bar). The surfaces were entirely handmade using three types of wood: American oak, fumed oak and maple and each used a range of techniques including marquetry, laser etching, wood burning and hand distressing.
Philips Sound wanted to appeal to a new “music obsessed” target ages 18 – 24 age group, without alienating its current target, a “sound obsessed” 35+ age group. Since its April launch in select UK and Germany pubs, every single day, new content is being published. The campaign had 300,000 unique visitors over 2 months in London, and 200,000 unique visitors in Germany.
The Tables campaign was developed at Ogilvy London by creative directors Gerry Human and Ivan Pols, copywriter Chris Joakim, art director Mike Donaghey, planner Mattijs Devroedt, account leads Olivia Rzepczynski and AJ Coyne, project managers Louisa Lewis & Sasha Dunn
Tables were produced at Physical Pixels. Designs shown here were by Ged Palmer (Brixton), Alison Carmichael and Steve Bonner (Hackney) and Mateusz Witczak (Shoreditch)