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MasterCool
A campaign elevating Miele’s new range of fridges and freezers.
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The challenge
Leading kitchen experience brand Miele introduces the new range of MasterCool fridges in the US.
Following our ground-breaking global campaign for Miele kitchen appliances in 2019, we evolved our creative to launch this innovation in Northamerica. A unique concept and execution that disrupts the category in the most beautiful way.
With a brand awareness auf 4% in the US the absolute need was to overcome this barrier and create a buzz beyond functionality. Our idea was to reframe cooling and integrate it into the cooking process. In short: Cooking starts with cooling.
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Our story
Miele’s unique cooling technology “Preserves the taste of nature” using different climate zones to maintain the quality and flavors of different foods.
We created a seductive narrative on how cooking starts with cooling, starring 3 Michelin star chef Kyle Connaughton and celebrated Japanese flower artist Azuma Makoto.
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Richard Green
Miele Global Brand Director
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Let's make people talk about your brand.
Contact us ›
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