Client
Miele
Overview
For the biggest launch in MIELE’s 120 years history, the Generation 7000, we created an emotional, inspiring and out of the ordinary omni-channel global campaign: "MIELE –Life beyond ordinary". Together with three world renown chefs and the Japanese artist Azuma Makoto, we created a new, breathtaking visual language and took MIELE “beyond the ordinary”.
Client
Miele
Industry
kitche applicances
Service
Digital Creative Direction
Art Direction
Motion Design
Social Media
The Challenge
In this global campaign, we produced assets for every customer touchpoint - from social media to OOH, instore, TV, brochures and more. All assets were constantly consolidated with each other to ensure perfect coherence at the highest level of visual and technical quality.
The Solution
Together with Azuma Makoto we created a stunning visuals with natural ingredients that represented the main aspect of each kitchen appliance category. The chefs created matching and complementing dishes. The campaign was just as immaculately crafted as the MIELE appliances, with great attention to detail and no CGI. Every visual was achieved “in camera”. Even for the production of digital assets, we have also set up a tightly meshed process to ensure effectiveness & highest possible quality.
The Result
Produced and delivered the global campaign in over 40 languages – ensuring consistent brand presence across all key markets, at every crucial touchpoint. Amplified by targeted PR and buzz-worthy storytelling, the campaign achieved exceptional reach and impact. A major driver in making Miele’s largest product launch a global success.
