Philips Sport Vereniging, for life.

Strategy, Campaign, Digital

The Netherlands

Make sports count

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Organic video views
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Guinness World Records Title

Philips and PSV are inseparable. In fact, the now 110-year sponsorship of Phillips and PSV is the longest-running sponsorship commitment in the world and was awarded an official Guinness World Records Title this summer for “Longest time to sponsor a sports team.


Official record
In honor of this milestone, we created a beautiful 360 campaign that touched PSV supporters right in the heart. The official GWR certificate was presented at the PSV 110th anniversary gala, we presented a plaque that was immortalized in the Philips Stadium, PSV players visited the Philips offices with pastries, and during PSV-NEC the iconic letters PHILIPS returned to the chest for once. And that world record? That was announced by club icon Frits Philips.

New technique
To bring Frits Philips to life, we used advanced AI technology, with a focus on deep-fake technology and voice cloning. Artificial intelligence was used to analyze many old images (including many videotapes from the family’s private collection) of Frits Philips. You can watch the making-off below.

Grandpa Frits briefly back again
The results of the campaign and the video were overwhelming. The video has already won a Grand Prix Content Marketing award. The campaign also scored well in terms of numbers: the video received 605K organic views on social media. The PR campaign (including video) reached 145 million views. The video created a lot of positive impact in the region and was even shown (prime-time) on several national TV stations such as the NOS Journaal and Editie NL on RTL. However, the best compliment came from the Philips family itself: they really saw ‘their grandfather’ again for a moment in the video.”

We wanted to show how unique the bond between Philips and PSV is. The partnership is still impactful and relevant in the region and beyond.

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