The days of idolising the Alpha Male are over. The multi-dimensional man is in.

In its new Male Grooming brand positioning, Philips is saying goodbye to stereotypes and hello to men who do what feels right – whatever that may be for them.

The first campaign to channel this new positioning was the launch of Philips’ high-end electric shaver, S9000 Prestige.

The brief? Create disruptive social content (complementing the 60-second brand film) that celebrates the diversity of men today – and sells a €300 shaver. So that’s exactly what we (myself and our art director) did.

This was a campaign of immense creative testing – playing with formats, creative executions and models. We put a bucket load of variations live to gather actionable insights to help us optimise content along its lifespan.

Further down the funnel, we maximised the insight of our audience being tech nerds to focus in on the S9000’s slick design and superior claims: ultimate closeness, ultimate comfort.