Eurobest

Miele Pigmented Reality

McCANN WORLDGROUP GERMANY, Frankfurt / MIELE / 2017

Awards:

1 Shortlisted Eurobest
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Overview

Background

Miele is the world’s leading brand for household appliances. It has been creating masterpieces of German engineering since 1899. The induction hob with integrated extractor is a new product in the household cooking range. Consumers are aware of the innovation, but use traditional extractor hoods that pull the cooking steam upwards (blocking the view). The functionality of the integrated extractor is different: the steam is sucked directly into the hob, enabling a brand new cooking experience. This approach inspired us to create a print ad that delivers an immediate demonstration of the USP, without adding any digital technology, but finding an integrated solution that transforms the print motive itself. The magic happens in the print production: Highly photochromic nano pigments, applied in multiple layers, transform in sunlight and generate a stunning effect – parts of the image disappear in front of the viewer’s eyes when they turn the page.

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