Select World – Advertising · Branding · Digital · Content
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Miele

QUALITY AHEAD OF ITS TIME – a global campaign that taps into Miele's 120-year commitment to excellence.

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The challenge

With consumers asking “Why Miele?” it had become clear that the brands values were no longer getting passed on from one generation to the next. We were determined to not only provide an emotional answer rooted in the brands DNA, but find one that modernized it, connecting to the higher expectations of today's premium consumers.

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Our story

We turned Miele´s core values of sustainability, craftsmanship and performance into visually unique, aesthetically surprising and memorable storiesby breaking with all the established category codes.

“Quality ahead of its time” brings to life the Miele philosophy, whilst rejuvenating and giving new meaning to their claim of “Immer Besser” for a new generation that’s looking for longevity in products and authentic values in brands.

To create something spectacular yet real we demanded everything be shot in-camera, so brought in director Dan Tobin Smith known for his category redefining work with Apple, Nike and Louis Vuitton.

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Craftsmanship

The pursuit of absolute perfection is demonstrated through meticulous attention to detail.

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Sustainability

Longevity is the ultimate kind of sustainability.

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Performance

Miele offers ultimate reliability, through constant and consistent testing.

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“This campaign platform is the beginning of a new era in Marketing at Miele. With this outstanding work, Select has given an answer to the question ‘Why Miele’ - in the most powerful way.

Richard Green
VP Brand and Content
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Digital

The campaign architecture covers brand, category and product content to fill classic and digital channels from TV to social to in-store theatre. It will launch in 50 countries in May 2021.

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“The vision for this campaign is born out of a desire to give Miele the stand-out it deserves as a premium brand. We wanted to change the perspective and demonstrate that the values of Miele are now more relevant that ever before.”

Will Matthews
Executive Creative Director Select World
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We will create cultural relevance and long-term growth for your brand.

Get in touch   ›

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