Philips Black Friday activation in Berlin

For Philips, in collaboration with LePub, we implemented a high impact activation at Alexanderplatz in Berlin around the campaign day “Back Friday”. The aim was to make an invisible problem visible: the massive number of product returns following Black Friday and their impact on the environment and resources.

At the center of the activation was an Augmented Reality experience showing how returned products accumulate over time around the Berlin TV Tower. To draw visitors’ attention to this digital installation on site, we used a combination of out of home formats in the surrounding public space.

Street stencils with QR codes guided passersby directly to the AR experience, while a Coffee Ape served as a mobile touchpoint that attracted additional attention and encouraged conversations about the campaign. In this way, a complex sustainability issue became tangible within everyday urban life.