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‘Anything is Possible with a Kenwood’

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Brand unifies global advertising with one idea for first time in JWT London campaign

‘Anything is Possible with a Kenwood’

Kenwood is launching a global campaign under a new positioning ‘Anything is possible with a Kenwood’. Created by JWT London, the campaign marks the first time the kitchen appliance brand has unified its global advertising under one creative idea. 


The integrated campaign will run in 15 markets across Europe, South Africa, the Middle East and North America. 


In the UK, a print campaign will run in lifestyle and culinary magazines. The executions feature beautifully shot raw ingredients, from an egg to dark chocolate chunks to almonds, on a clean white background. Across each of the ingredients are the names of the aspirational dishes that are possible to make using a Kenwood Kitchen Machine. The ads carry the line ‘What do you see?’. 


The campaign aims to appeal to the culinary imagination of cooks the world over by establishing an emotional connection with Kenwood. The new work is based on the product truth that Kenwood appliances are the most versatile on the market.


Eric de Castelbajac, Director of Global Trade Marketing at Kenwood commented: “JWT London showed us how we could harmonise our markets behind one global strategy; and unite the brand for our customers worldwide. Together, we have created a beautifully simple, intriguing and insightful idea that has the power to inspire creativity in the kitchen, using a Kenwood.


James Whitehead Executive Partner, JWT London said: “Kenwood is a great British brand that has made innovative, reliable appliances for decades. We saw it as the Rolls Royce of kitchen appliances and wanted work that reflected that. We have given the brand an emotional connection to cooks world over.”  

 

 

 


Credits


Project name: What Do You See?

Client and Job Title: Eric de Castelbajac (Director of Global Trade Marketing)

Creative agency:  JWT London

Executive Creative Director:  Russell Ramsey

Creative Director: Jeremy Carr

Art Director: Giles Hepworth

Copywriter: Bill Hartley

Designer: Casa Hamid

Art Buyer:  Sue Clifford

Planner (creative agency):  Zahra Kiyani

Account Director: Alex Walker

Media agency: MediaCom

Media planner: Jess Chivers

Photographer/Illustrator: Kevin Summers

Production Company: Wyatt Clarke & Jones

Retouching: Chelsea Bloxsome

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lbbonline.com, Tue, 12 Nov 2013 12:35:25 GMT