For Those Who Know
Gaggenau
Gaggenau is a luxury home appliance brand with a heritage dating back to 1683. To establish it more firmly within contemporary luxury, we moved beyond familiar ideas of status and excess and focused instead on discernment: recognising exceptional craft, understanding true quality and choosing objects that bring meaning to everyday life. The campaign celebrated those with the taste to see beyond the obvious, while setting Gaggenau apart from the rest of the appliance category through a radically different tone and aesthetic.
We wrote a manifesto to set the tone for the brand moving forward.
We created this hero 60” film, as well as a whole range of different cutdowns for social and VOD.
Scenes from the film were used in OOH and print.
Each image is a reflection of one of the brand pillars: Aesthetics, Craftsmanship, Heritage and Performance.
We also took the new brand tone of voice and attitude, and tuned up in culture, talking to our target audience where and when it matters. We created bookmarks that we slipped into novels at literary events, we placed coasters at exclusive cocktail bars, and we even printed special labels on bottles for partner wine tasting events.
Credits
Agency: Anomaly Berlin
ECD: Sebastian Lyman
GCD: Henrik Edelbring
CD: Justin Fly
Senior Creative: Greg Talbot
Copywriter: Lorenzo Colnaghi
Art Director: Reinier Wortman
Production Company: WA
Director & Photographer: Marvin Leuvrey
DoP: Hampus Nordenson