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Miele

A global campaign to position Miele as the premium kitchen experience brand.

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The challenge

Miele is creating kitchen and household appliances at the very pinnacle of technological sophistication. Always innovative. Consistently ingenious. Forever better – which is their motto “Immer Besser”.

Although people valued and desired the products and their quality, there was an opportunity to increase inspiration, fascination and modernity – and for a global brand of this stature, it was high time to get emotional.

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Our story

For the biggest launch in Miele’s 120 years history, the Generation 7000, we pushed beyond the ordinary. We challenged an acclaimed artist and 3 world-renowned chefs to take cooking to a whole new level, to create a campaign as expertly crafted as a Miele product. And speaking to all your senses – just like the intuitive flow when cooking in a Miele kitchen, with technology that brings you consistently perfect results. Perfection redefined.

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Digitally focussed

Within the omni-channel campaign we provided the right asset for every touchpoint, for every moment along the consumer journey – from TV and Print to a holistic digital ecosystem – creating a digital experience that’s beyond the ordinary.

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