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Miele
QUALITY AHEAD OF ITS TIME – a global campaign that taps into Miele's 120-year commitment to excellence.
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The challenge
With consumers asking “Why Miele?” it had become clear that the brands values were no longer getting passed on from one generation to the next. We were determined to not only provide an emotional answer rooted in the brands DNA, but find one that modernized it, connecting to the higher expectations of today's premium consumers.
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Our story
We turned Miele´s core values of sustainability, craftsmanship and performance into visually unique, aesthetically surprising and memorable stories – by breaking with all the established category codes.
“Quality ahead of its time” brings to life the Miele philosophy, whilst rejuvenating and giving new meaning to their claim of “Immer Besser” for a new generation that’s looking for longevity in products and authentic values in brands.
To create something spectacular yet real we demanded everything be shot in-camera, so brought in director Dan Tobin Smith known for his category redefining work with Apple, Nike and Louis Vuitton.
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Craftsmanship
The pursuit of absolute perfection is demonstrated through meticulous attention to detail.
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Sustainability
Longevity is the ultimate sustainability.
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Performance
Miele offers ultimate reliability, through constant and consistent testing.
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Richard Green
VP Brand and Content
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Digital
The campaign architecture covers brand, category and product content to fill classic and digital channels from TV to social to in-store theatre. It will launch in 50 countries in May 2021.
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Will Matthews
Executive Creative Director Select World
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Let us do some Magic with Logic™.
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