#SameShirtDifferent: Heimat Zürich and Miele turn ironing into a creative act
In collaboration with representatives of the Swiss art scene, Miele is making a clear statement in favor of upcycling over fast fashion. Heimat Zürich is responsible for the brand activation of #SameShirtDifferent and, in addition to developing and producing the content, also manages its distribution on social media.
Miele combines sustainability and design with iron-on pictures. Industrial designer Adrien Rovero, street artist Céline Quadri and fashion designer Julian Zigerli developed three completely different designs.
Each artist created an A2 poster sheet, which can be ironed on as a whole or cut into individual elements and rearranged on the textiles. This gives T-shirts - or any other fabric - a new lease of life. With this campaign, Miele wants to show its commitment to the importance of design expertise and sustainability.
Artistic event
An event for journalists, bloggers and influencers took place alongside the launch of the hanger designs on Instagram, at which the artistic interpretations were staged. This gave the initiative additional reach in a suitable editorial environment.
The exclusive ironing designs can be ordered in a limited edition from the Miele online store.
Responsible at Miele: Andy Oehrli (Head of Marketing Communications), Pia Zimmermann (Social Media & Online Campaign Manager), Barbara Kaiser (PR Manager). Responsible agency: Home Zurich. Production: Production Pool. Photography: Lukas Wassmann.
The campaign accompanied the campaign in its various phases with Instagram stories and posts. Photo series and films presented the designs and their creators in this inspiring context.
