Miele: K7000 Launch

Challenge

In a groundbreaking collaboration, our agency joined forces with the esteemed composer James William Blades to craft an emotive soundtrack for the launch of Miele's latest innovation, the K7000 fridge freezer. This campaign was ambitiously designed to intertwine the realms of culinary artistry and technological sophistication, featuring world-renowned talents in both fields. The spotlight shone on Helena Rizzo, an acclaimed chef known for her culinary excellence, and Azuma Makoto, an artist celebrated for his groundbreaking work, to embody the fusion of creativity and innovation that the K7000 represents. The advert's vision was clear: to transcend the conventional boundaries of appliance marketing by presenting the K7000 as not just a fridge freezer but as an icon of intuitive design, technological innovation, and artistic collaboration, all aimed at redefining what it means to live a "Life Beyond Ordinary."

Our Approach

Tasked with capturing the essence of Miele's groundbreaking innovation and the artistic journey of creation, we sought to compose a soundtrack that was both ethereal and intimate. The objective was to sonically encapsulate the sleek elegance of the K7000, while also resonating with the themes of creativity and perfection that Miele and the featured artists stand for. We aimed for the music to elevate the product, highlighting its status as a high-end, innovative appliance that pushes the boundaries of what technology can achieve in the culinary world.

Outcome

The advert resonated deeply with audiences, successfully casting the K7000 fridge freezer in a light that transcended its functional role. The emotive and ethereal qualities of the soundtrack played a pivotal role in this achievement, elevating the product's innovative features and the collaborative artistry it inspired. By aligning Miele's technological advancements with the creative aspirations of renowned artists and chefs, the campaign redefined the concept of "Life Beyond Ordinary," positioning the K7000 as an essential tool for those who seek to push the limits of creativity in their culinary endeavours.