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Agency Network: 
Published/Aired: 
September 2009
Miele Print Ad -

Description

Challenge: Today, all washing machines make your laundry clean, but not all make it look good and last longer. Miele treat every kind of textile according to it’s unique properties – which results in clothing care instead of a simple wash. Our task was to rise awareness of Miele’s exclusive special washing programs, while at the same time confirming Miele’s position as a premium brand for washing and drying machines.

Solution: Ads that interact with the editorial material in fashion magazines – thereby taking ownership of “caring” for the latest fashion. Our ads were placed in the middle of fashion reports. Than ks to a hole in the ads you could se parts of the clothes in surrounding fashion pictures, looking like they were placed in one of Miele’s washing machines.

Print advertisement created by Jung von Matt, Sweden for Miele, within the category: Electronics, Technology.

Caption

The more you care for your clothes, the more you need a Miele. Miele Active Care. 14 unique special programs that take care of your favourite clothes.

Advertising Agency: Jung von Matt, Stockholm, Sweden
Creative Director: Johan Jäger
Art Director: Johan Jäger
Copywriter: Magnus Andersson
Planner: Leon Phang
Photographer: Pekka Ståhlnacke
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LeeHarvey's picture

Scam. And besides that, bad idea.

LeeHarvey
Activity Score 3045
Creative Director
thedesignaddict's picture

Scam? Care to qualify that?

Interesting idea. I'll remember this concept in an otherwise very unmemorable category. Good.

thedesignaddict
Activity Score 5403
Art Director at Freelance
xcreativity's picture

copy is incredibly lame

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

sandhya rao's picture

copy is okay but the visual seems an old idea unworthy to the product

sandhya rao
Activity Score 217
india
Imagepro's picture

It would be better if they had included a transparent page with and without dirt. If done proper, the effect would be better.

Imagepro
Activity Score 112
Art Director
JopyCunior's picture

bad execution

JopyCunior
Activity Score 223
Copywriter
kamilwoojcik's picture

If they wanted make it right, they should get 3 pages in magazine then start that.
Copy is ok, but the visual doesnt work.

kamilwoojcik
Activity Score 139
WSZMiJO, Katowice, Poland
satrianee's picture

Would support the idea better if the whole page was made as a whole frontal of the machine.

satrianee
Activity Score 3748
Roger Keynes's picture

Roger that, satrianee.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

silvi's picture

Agree

silvi
Activity Score 4172
Copywriter
Dzsoi's picture

Agree. But nice idea anyhow.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Tononoke's picture

i agree with that too, but i like the fact that the print was putted in a fashion magazine that shows delicate and expensive clothes so you can wash that in the machine.

Tononoke
Activity Score 16
Art Director at JWT Peru
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