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.

Agency: Lowe Brindfors 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

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

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