Leaving its "Shave Everywhere" initiative for a moment, Philips is looking to the future with a 360 campaign, created by Tribal DDB/London, dubbed "Robot Skin." With TV, print, outdoor, experiential and POS components alongside it, the online iteration features combined aspects of the campaign with its own unique material.
Putting a literal and figurative twist on the Blade Runner theme, the website features a series of anime episodes that are set in what looks like neo-Tokyo somewhere in the distant future. With the concept of "grooming robots"--attractive droids which take the relationship between man and machine to a new level--episodes like "Transformation" and "Pursuit" each involve a set of five characters intertwined in a tale of love lost, deceit and revenge--all set around the Robot Skin product.
Along with downloading wallpapers, teasers and desktops, the viral "Frame Your Friend" portion places your mates or co-workers right in the action. By configuring their location as well as build, height, hair color and facial feature portion, them emailing them, they'll star in their own unique scene within the Robot Skin saga.