Miele and Saatchi & Saatchi make suction power visible
As part of a poster campaign, Miele Switzerland is currently promoting its «Duoflex» line of cordless vacuum cleaners. Special out-of-home (OOH) designs are drawing particular attention. The special posters were created by the creative agency Saatchi & Saatchi Switzerland.
The special posters showcase the extremely powerful suction power of Miele appliances in a surprising way. The motifs show the campaign subject with a twist: the Miele Duoflex cordless vacuum cleaner is depicted as a 3D object as if it were sucking in a corner of the poster - a surprising visual effect that presents the suction power of the appliance in a playful and immediately understandable way.
The special OOH implementation of the campaign visual picks up on the product promise of the Miele Duoflex in a way that reaches passers-by directly in their everyday lives. The seemingly sucked-in poster edge creates a moment that puts the product at the center and conveys the performance of the vacuum cleaner literally close enough to touch.
The campaign can be seen at various locations in Switzerland from mid to late December.
Responsible at Miele: Andy Oehrli (Director Brand & Marketing Communications DACH), Manuela Andres (Senior Media & Campaigns Manager DACH). Responsible at Saatchi & Saatchi: Holger Schicke (Managing Director Consulting), Sören Schröder (Managing Director Creation), Ingrid Brun del Re, Joel Laager (Project Management), Laura Jaggi, Celina Liechti (Art Direction), Vincent Geller (Copywriting). Responsible at Prodigious Zurich: Print production. Responsible at Bachmann Dammann: Felix Dammann (production 3D installation). Responsible at Setaprint: Sven Hug (print posters).
