Miele Washing Machine:

The more you care for your clothes, the more you need a Miele. Miele Active Care. 14 unique special programs that take care of your favourite clothes.

Challenge: Today, all washing machines make your laundry clean, but not all make it look good and last longer. Miele treat every kind of textile according to it’s unique properties – which results in clothing care instead of a simple wash. Our task was to rise awareness of Miele’s exclusive special washing programs, while at the same time confirming Miele’s position as a premium brand for washing and drying machines.

Solution: Ads that interact with the editorial material in fashion magazines – thereby taking ownership of “caring” for the latest fashion. Our ads were placed in the middle of fashion reports. Than ks to a hole in the ads you could se parts of the clothes in surrounding fashion pictures, looking like they were placed in one of Miele’s washing machines.

Advertising Agency: Jung von Matt, Stockholm, Sweden
Creative Director: Johan Jäger
Art Director: Johan Jäger
Copywriter: Magnus Andersson
Planner: Leon Phang
Photographer: Pekka Ståhlnacke
Published: September 2009

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12 comments

LeeHarvey's picture
LeeHarvey
3045 pencils

Scam. And besides that, bad idea.

thedesignaddict's picture
thedesignaddict
5372 pencils

Scam? Care to qualify that?

Interesting idea. I'll remember this concept in an otherwise very unmemorable category. Good.

xcreativity's picture
xcreativity
2374 pencils

copy is incredibly lame

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sandhya rao's picture
sandhya rao
217 pencils

copy is okay but the visual seems an old idea unworthy to the product

Imagepro's picture
Imagepro
112 pencils

It would be better if they had included a transparent page with and without dirt. If done proper, the effect would be better.

JopyCunior's picture
JopyCunior
170 pencils

bad execution

kamilwoojcik's picture
kamilwoojcik
139 pencils

If they wanted make it right, they should get 3 pages in magazine then start that.
Copy is ok, but the visual doesnt work.

satrianee's picture
satrianee
3748 pencils

Would support the idea better if the whole page was made as a whole frontal of the machine.

Roger Keynes's picture
Roger Keynes
5498 pencils

Roger that, satrianee.

Will Think for Salary

silvi's picture
silvi
4172 pencils

Agree

Dzsoi's picture
Dzsoi
5364 pencils

Agree. But nice idea anyhow.

Tononoke's picture
Tononoke
16 pencils

i agree with that too, but i like the fact that the print was putted in a fashion magazine that shows delicate and expensive clothes so you can wash that in the machine.

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