Agency Network: 
Published/Aired: 
April 2010

Description

The idea of the campaign is to take a category that people care very little about and inject it with emotional meaning. Typically, white-good manufacturers talked about features like cooking temperatures, sizes and capacity. Instead we wanted to talk about what these objects help the consumer to deliver. Fun mealtimes, family warmth, magical moments with friends. These are the real end benefits. It was about shifting the conversation from things the consumer doesn't care about to those things they do.

Film advertisement created by Lowe, United States for Electrolux, within the category: Electronics, Technology.

Advertising Agency: Lowe Brindfors, USA
Executive Creative Director: Basil Mina
Creative Directors: Steven Hanratty, Hakan Fagerstedt
Writer: Steven Hanratty
Art Director: Hakan Fagerstedt
Exec Producer (Agency): Mark Baughen
Account Directors: Peter Preisler, David Boscawen
Strategic Planning: Annika Rehn, Bert Moore
Director: Mehdi Norowzian
Production Company: Joy @ RSA
Producer: Chris McBride
Editor: Alex Hagon
Editorial: Arcade Edit
Visual Effects: Smoke and Mirrors
Flame operator: John Berridge
Music: "Roll The Dice"
Artist: Sara Schiralli
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Highest Rated

Appolonia's picture

very alive and i like the copy!

Appolonia
Activity Score 298
Copywriter at memark branding agency
alexander_bickov's picture

Awesome

alexander_bickov
Activity Score 3281
whatthefudge's picture

Now this was refreshing!

whatthefudge
Activity Score 1266
Appolonia's picture

very alive and i like the copy!

Appolonia
Activity Score 298
Copywriter at memark branding agency
Paloma's picture

I don't like everything... but like the idea

Paloma
Activity Score 531
busy200706's picture

很有意思的广告

busy200706
Activity Score 6
Alan Zed's picture

Well done !

Alan Zed
Activity Score 58
Copywriter at Paris
raavigeorgian's picture

visually stimulating...

raavigeorgian
Activity Score 2444
Art Director at New Delhi
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