Agency Network: 
September 2009

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

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

Comments (12)

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LeeHarvey's picture
Activity Score 3045

Scam. And besides that, bad idea.

thedesignaddict's picture
Activity Score 5403

Scam? Care to qualify that?

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

xcreativity's picture
Activity Score 2374

copy is incredibly lame

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

Alexandre Brito
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sandhya rao's picture
sandhya rao
Activity Score 217

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

Imagepro's picture
Activity Score 112

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

JopyCunior's picture
Activity Score 220

bad execution

kamilwoojcik's picture
Activity Score 139

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

satrianee's picture
Activity Score 3748

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

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Roger that, satrianee.

The Jobless Writer
Will Think for Salary

silvi's picture
Activity Score 4172


Dzsoi's picture
Activity Score 8532

Agree. But nice idea anyhow.

Tononoke's picture
Activity Score 16

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.