There were two standout features of lockdown. People missed those they love and people got into baking. Miele has a new standout feature – OvenFood View. Miele’s Generation 7000 ovens include a camera connected to the owner’s smartphone that lets them see the food inside, take pictures of it and control the temperature.
Serviceplan Moscow put these three standouts together in the most wonderfully human way.
Miele and Serviceplan invited food bloggers to turn heartwarming messages of love into delicious dishes. Five bloggers with touching stories about their loved ones came to Miele’s showroom to work with a professional chef who helped them with individual designs. Chicken, meringues, vegetables, cookies and other ingredients were used to create unique lettering. 94 hours of designers’ work and 236 hours of food tests were completed before the final dishes were ready, as original cooking techniques had to be used, some of them even had to be invented.
The messages were not only baked inside Miele’s Generation 7000 ovens – they were shot inside them. This gave the campaign visuals – from posters to a building-size billboard – a unique viewpoint.
There is a real story behind every message. Miele also released videos on Facebook and Instagram (hashtag #miele_foodview) in which the bloggers talk about the emotions they were going through as they cook. These quickly received a lot of positive feedback online.
Serviceplan Russia executive creative director, Evgenia Arabkina, commented, “This project is based on Übercreative principles of integration – new technology, true stories of different people and excellent art direction. Thanks to the unique feature of Miele ovens we give new value to photos, and new meaning to food, turning it into messages that come from the heart of real people and…the heart of an oven.”
Client: Miele CIS
Marketing Director: Veronika Shlepina
Head of Marketing Communications: Shirin Ismailova
Marketing Communications Manager: Natalia Virchenko
Marketing Events Manager: Svetlana Chermakova
Head of category marketing: Valentina Nikolaeva
Chef, Miele Russia brand ambassador: Mark Statsenko
Agency: Serviceplan Group, House of Communication
Worldwide Executive Creative Director: Jason Romeyko
Account Director: Ruslan Gadeev
International Communications Officer: Lee Sharrock
Agency: Serviceplan Russia
Chief Executive Officer: Olga Starichenko
Executive Creative Director: Evgenia Arabkina
Strategic Planning Director: Anastasia Boykova
Account Director: Sergei Soin
Senior Copywriter: Andrey Artyushin
Art Director: Ksenia Golovina
Junior Art Director, lettering: Anastasia Khizovets
Senior Interactive Designer, case video editing: Maxim Kazantsev
Junior Interactive Designer: David Khandamov
Head of Communications & Content: Veronika Zakharova
Head of PR: Maria Aleshina
PR Managers: Daria Tarasova & Anastasia Generalova
Food Style Consultant, Producer: Dmitry Zholobov
Food Stylist: Evgeniya Ryazanova & Tatiana Vinogradova
Cameraman, making-of video editing: Anton Borovoy
Media: Sunlight Media
Chief Executive Officer: Natalia Valieva