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 objectshelp 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. So in 'table' the central theme was the family dinner table and how Electrolux products enable all the love, sharing, caring, celebrating and laughing that happens across it. Suddenly Electrolux as a brand is energized by the emotional truth ofthe family dinner table rather than cold hard facts about product.