Quarantine has separated us from our loved ones for a long time, and we sure all have a lot of feelings we want to express. Texting isn’t enough, everyone’s tired of Zoom and sending mail is old school. When the global pandemic confined people to their homes during lockdown, people found solace in traditional activities including cooking and baking. In response to this new found love for cooking at home, and in a bid to showcase the new Miele Oven FoodView function, Miele and Serviceplan Russia came up with something new.
The home appliance company invited food bloggers to turn their heartwarming messages into delicious dishes. 5 bloggers with real touching stories about their loved ones came to Miele’s showroom to work with a professional chef who helped them with individual designs. Chicken, meringues, vegetables, cookies and other ingredients were used to create unique lettering. 94 hours of designers’ work and 236 hours of food tests were completed before the final dishes were ready, as original cooking techniques had to be used, some of them even had to be invented. The messages were not only baked inside Miele’s Generation 7000 ovens – they were shot inside them. Generation 7000 ovens have a unique FoodView function – a camera connected to your smartphone that lets you see your food, take pictures of it and control the temperature. This gave the campaign a unique angle that all of its materials were shot from. And there were many – from posters to a full building-size billboard.
Integrated advertisement created by Serviceplan, Russia for Miele, within the categories: Electronics, Technology, House, Garden.
Chief Executive Officer: Olga Starichenko
Executive Creative Director: Evgenia Arabkina
Strategic Planning Director: Anastasia Boykova
Account Director: Sergei Soin
Senior Copywriter: Andrey Artyushin
Art Director: Ksenia Golovina
Junior Art Director, lettering: Anastasia Khizovets
Senior Interactive Designer, case video editing: Maxim Kazantsev
Junior Interactive Designer: David Khandamov
Worldwide Executive Creative Director Serviceplan Group, House of Communication: Jason Romeyko
Account Director Serviceplan Group, House of Communication: Ruslan Gadeev
International Communications Officer Serviceplan Group, House of Communication: Lee Sharrock
Head of Communications & Content: Veronika Zakharova / Louder
Head of PR: Maria Aleshina
PR Manager: Daria Tarasova, Anastasia Generalova
Food Style Consultant, Producer: Dmitry Zholobov
Food Stylist: Evgeniya Ryazanova, Tatiana Vinogradova
Cameraman, making-of video editing: Anton Borovoy
Chief Executive Officer: Natalia Valieva / Sunlight media