Miele / North America / 2025Film · OOH
Rumored for a Reason.
Miele turned its relative unfamiliarity in North America into an invitation to gossip.
- Brand
- Miele
- Agency
- Wieden+Kennedy Amsterdam
- Market
- North America
- Region
- Global
- Year
- 2025
The challenge
Miele needed to build recognition in North America while retaining the intrigue and quality associations of a premium appliance brand.
The idea
Make product features the subject of extravagant rumours. Character-driven films directed by Janicza Bravo and outdoor executions framed the appliances as something worth talking about, using curiosity to introduce the brand.
Case study source: Wieden+Kennedy Amsterdam Source ↗
Credits
- Brand
- Miele
- Director
- Janicza Bravo
- Director of photography
- Łukasz Żal
- Costume designer and stylist
- PC Williams
