Client
Miele
Overview
For MIELE’s launch of their new range of Master-Cool fridges in the US we created a campaign that built on the exceptional new visual language that we created for the Generation 7000 previously. With this campaign we disrupted the category in the most stunning way and established MIELE instantly as a premium brand.
Client
Miele
Industry
Kitchen appliances
Service
Digital Creative Direction
Art Direction
Motion Design
Digital Production Lead
The Challenge
The high standards that have been set with the global campaign for Generation 7000 had to be held up. That is why we have maintained the tried and tested processes and even optimized them even more.
The Solution
Equality of digital production - in order to have an all-round high-quality campaign on all channels, all content was planned and produced with equal meticulousness. The dedicated sets for the production of digital content were just as important as those for the production of classic content. Workflows were designed and materials prepared so that a small number of creatives could handle the digital production, resulting in flawless output of high quality assets.
The Result
Successfully and sustainably positioned Miele MASTERCOOL in international markets, with a strong footprint in the US. The strategic use of our testimonial reinforced trust and translated the brand’s promise of uncompromising quality into a language the target audience could both relate to – and believe in.
