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.
Executive Creative Director:Basil Mina
Creative Director:Steven Hanratty, Hakan Fagerstedt
Art Director:Hakan Fagerstedt
Account Director:Peter Preisler, David Boscawen
Strategic Planning:Annika Rehn, Bert Moore
Visual Effects:Smoke And Mirrors
Flame Operator:John Berridge