Electrolux: Table

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.

Advertising Agency: Lowe Brindfors, USA
Executive Creative Director: Basil Mina
Creative Directors: Steven Hanratty, Hakan Fagerstedt
Writer: Steven Hanratty
Art Director: Hakan Fagerstedt
Exec Producer (Agency): Mark Baughen
Account Directors: Peter Preisler, David Boscawen
Strategic Planning: Annika Rehn, Bert Moore
Director: Mehdi Norowzian
Production Company: Joy @ RSA
Producer: Chris McBride
Editor: Alex Hagon
Editorial: Arcade Edit
Visual Effects: Smoke and Mirrors
Flame operator: John Berridge
Music: "Roll The Dice"
Artist: Sara Schiralli

April 2010


whatthefudge's picture
1266 pencils

Now this was refreshing!

Appolonia's picture
298 pencils

very alive and i like the copy!

Paloma's picture
531 pencils

I don't like everything... but like the idea

busy200706's picture
6 pencils


Alan Zed's picture
Alan Zed
58 pencils

Well done !

raavigeorgian's picture
2444 pencils

visually stimulating...

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