No More Kitchen Drama

Background:
In 2017, Philips struggled to sell its Airfryer in Indonesia. The concept of air frying was still unfamiliar, and many weren’t convinced it could replace traditional frying methods.

Insight:
Indonesians love fried food—but hate the oil splatters, heat, and mess. Some even resort to extreme (and hilarious) methods to protect themselves, like frying while wearing helmets or raincoats.

Execution:
We leaned into this relatable chaos with an over-the-top campaign, inviting people to share their most outrageous frying moments. By highlighting the absurdity of traditional frying, we positioned the Philips Airfryer as the smart, drama free solution.