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.