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 its unique properties which results in clothing care instead of a simple wash. Our task was to rise awareness of Mieles exclusive special washing programs, while at the same time confirming Mieles 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 Mieles washing machines.
Advertising Agency: Jung von Matt, Stockholm, Sweden Creative Director: Johan J䧥r Art Director: Johan J䧥r Copywriter: Magnus Andersson Planner: Leon Phang Photographer: Pekka St娬nacke Published: September 2009