How to sell a dishwasher without selling a dishwasher.
The appliance category has a problem. Everything looks the same, sounds the same, and ends with someone smiling at clean plates.
When Miele launched the G7000, we decided to ignore all of that. Instead of showing what the machine does, we asked what kind of person it belongs to. The answer was Marina Kazankova – freediving world champion, someone who pushes the limits of what a human body can do underwater.
A dishwasher and a freediver. On paper, absurd. On screen, it worked.
Imagefilm
Feature films
Print / OOH
For the IFA in Berlin, we developed a visual concept that went beyond the ordinary, applying the design principles of the G7000 campaign across Miele’s entire product portfolio. What would be much easier to achieve with AI today was a real production challenge using traditional tools back in 2018.
Webdesign