Philips

the mission

Philips needed to grow sales of small kitchen appliances in Slovenia and make the brand feel relevant to a digital-first audience. The ask was deceptively simple: give people a reason to want a Philips blender without it feeling like an ad.
We shifted the story from product to possibility. Instead of advertising what the appliances do, we showed what you could make with them. The concept “Kaj se kuha” (What’s Cooking) was a short-form recipe video series built as ongoing content rather than a traditional campaign. Seasonal chapters kept it fresh across three years. We extended it to the point of purchase, activating in-store shelves at Big Bang to bridge digital discovery with the moment of sale.

what we achived

10 videos accumulated over 100,000+ combined views. Growing continuously without paid support, which points to genuine content quality rather than media spend. The campaign ran for three years, renewed annually because it kept delivering. Social followership grew across both Philips and Big Bang channels, a user-generated component (#kajsekuha) extended organic reach, and appliance sales increased across the campaign period.

my part

I designed the Kaj se kuha campaign identity — logo, graphic language, and visual system. All social media assets, digital ads, the campaign website, and the full in-store POS suite: shelf displays, wobblers, and leaflets.