BrushButton

Why

Philips wanted people brushing more — and it was the coming age of connectivity and personalization. The brief pointed us at mobile, but a toothbrush lives in your bathroom, part of your everyday life. So instead of making something for your phone, we made something live and real — and connected it to your phone.

What we made

The BrushButton — a small mirror-mounted assistant connected to the app we created, hooked into Google and Spotify, delivering two minutes of personalized content during your morning and evening routine. Your calendar, your notifications, the news, your music — a daily habit built into the brush. It all seems so normal now. Back then, it was really innovative.

The Making Of Notes

A personal note: Philips hired us as the creative team, and we brought in Google Zoo in the Netherlands to build it together — some of the first work of its kind. It never made it to the public; Philips and Google Zoo took it private and folded it into Philips's innovation program. And it taught me more than any campaign — how connectivity works, how big companies build. I ran a Google Brand Sprint when starting Buddy's identity, and Buddy's head of design worked on this very project. We just took it a whole step further.