Lockdown was hard for all of us, not just because we were locked inside, but because we were separated from our loved ones. That was especially hard for couples and families that were on different sides of the border when COVID hit. Miele turned words of love into mouth-watering key visuals baked and… shot inside a Miele oven.

We chose touching stories of real people about their loved ones and give each of the messages individual design. Work on the lettering was challenging by both art direction and specifications of products. To find and test the ones which keep the form and look esthetic we spend weeks. 

But the messages were not only baked inside Miele’s Generation 7000 ovens – they were shot inside them. Generation 7000 ovens have a unique FoodView function – a camera connected to your smartphone that lets you see your food, take pictures of it and control the temperature. This gave the project a unique angle that all of its materials were shot from, making the content truly non-standard and breakthrough for the category. 

And there was a lot of it from posters to social content.
which brings
OTS - 123 698 883
>90% of it was organic