It would be easy to assume that you don’t reach business decision-makers through emotion. But nothing could be further from the truth. In a series of digital documentaries for Philips, we showcased the brand’s innovation and leadership in infrastructure, healthcare and lighting in a more illuminating way. Our “Breathless Choir” film, which told how Philips’ healthcare technology helps individuals with respiratory illness achieve fulfilling lives, was breathtaking. The jury at Cannes agreed – it won a Grand Prix award. The Philips of today is a cutting-edge example of behaviour branding with an anthropological, design-led approach to innovation that engages the brand’s key audiences in a deeper way and shows – rather than tells – how Philips thinks and acts as a business partner in healthcare and lighting. PHILIPS BREATHLESS CHOIR When Philips set about relaunching itself on the basis of “Innovation + You”, it had a distinctive point of view – that innovation should be built not for its own sake, but around each of us. While other technology companies might focus on how they “invent” or “think different”, the company founded in 1891 in Eindhoven in the Netherlands would be absolutely people-centric. And in doing so, it would shift from being seen as a consumer lightbulb brand, to a business-to-business company expert in lighting, healthcare and infrastructure technology. But how to get there? Philips is a company that lives and breathes innovation. It tackles problems with an anthropological, design-led approach – but it’s a culture that hasn’t been exposed well. So, we helped Philips take a bold leap of faith, and use emotion to persuade even