Miele Shot on an Oven

Creative idea

Every visual in this campaign was baked and shot inside a real oven – using a unique built-in heat resistant oven camera. Miele let people share their warmest words for their loved ones in a new more meaningful way. We took real bloggers and their messages, and turned the words into hand-crafted lettering made out of real food. And then we used Miele’s FoodView function that lets you see what’s inside your oven through a camera – and took photos of the messages with it to get a unique angle.

Brand name: Miele
Advertiser / client: Miele CIS
Product / service: Oven
Campaign name: Miele Shot on an Oven
Agency network: SERVICEPLAN
Agency: Serviceplan Russia, Moscow
Executive creative director: Jason Romeyko (WW ECD), Evgenia Arabkina (ECD Russia)
Art director: Ksenia Golovina, Anna Kuptsova, Anastasia Khizovets
Copywriter: Andrey Artyushin
Designer: Maxim Kazantsev, David Handamov
Account director (agency): Sergey Soin, Ruslan Gadeev
Managing director: Olga Starichenko
Strategic planner / strategist: Anastasia Boykova