Miele launches largest brand campaign in 120 years

19 February 2020

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The global campaign, Life Beyond Ordinary, was created in collaboration with creative agency Select World.

Coinciding with the recent introduction of its pioneering Generation 7000 kitchen range into the Australian market, Miele has launched its new global brand campaign, Life Beyond Ordinary, showcasing the never-before-seen technology that makes cooking more intuitive than ever before.

In collaboration with creative agency Select World and an array of international chefs, including celebrated Brazilian chef Helena Rizzo and Kyle Connaughton from Michelin starred Single Thread in California, the campaign highlights the ease, comfort and unobstructed creative flow made possible through Miele’s Generation 7000 range, set amongst visually intense floral ice installations from artist Azuma Makoto.

Michele Laghezza, marketing director, Miele Australia and New Zealand says Miele is excited to be able to show how Generation 7000 will provide Australians with a new cooking experience enabling chefs of all experience to focus on their creativity in the kitchen:

“Generation 7000 is a real labour of love for Miele and a true testament to our guiding ‘Immer Besser – Forever Better’ philosophy," Laghezza says.

"User experience has been placed at the very heart of the design, as always, ensuring our cutting-edge appliances integrate seamlessly into our customer’s lives and operate intuitively with ease and comfort.

“We are so excited about this campaign and have committed the largest media investment in the history of the brand in this market ever to support it.

"Customers can expect a new level of cooking effortlessness, with all unnecessary steps and interruptions eliminated to allow for perfect results. Simply put, the range will help Australians live a life beyond ordinary."

The campaign, which features across Free to Air, Catch Up and Connected TV as well as print and digital touchpoints, sees each chef highlighting specific Generation 7000 appliances.

The launch of Miele’s Generation 7000 range follows more than five years of intensive research and development, involvement of ten Miele factories, 15 different categories, four design lines and 353 appliances globally, making it the largest launch in Miele’s 120-year history.

A number of Generation 7000 products are the recipients of a range of prestigious and internationally renowned design awards even before being released to market, including categories in both the Red Dot Product Awards and iF Product Design Awards in 2019.

Creative agency: Select World
Floral artistry: Azuma Makoto
Australian Media agency: TRP

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