Responses by BBDO Düsseldorf GmbH and Gorenje Vertriebs GmbH
Background: Home appliances are a competitive field, especially when it comes to advertising. Gorenje Vertriebs GmbH, a brand that is not top of mind in this category, needed to impact the viewer to make an impression. This was our main task when creating this print ad campaign. We wanted to generate empathy and tell a funny story around the product’s main differential.
Reasoning: People tend to look at dishwashing as a commodity. We needed to paint a picture of what would happen if things are not perfectly clean, and make people understand why Gorenje would offer this tool in the first place.
Challenges: Definitely the craft. We could not generate empathy if the visuals were not well made and perfectly texturized.
Favorite details: Definitely the public reaction. People could see themselves kissing those weird mouths and right away, they got what the product was about.
Time constraints: In this case, time constraints had a good influence on the project. Because time was so short, the people participating in this project had to make sacrifices to reach a level that would make us proud.
Anything new: Other than teamwork, we learned a lot of new stuff about these specific kinds of aesthetics. By crafting and adjusting every centimeter of the print layout, we have found solutions that we couldn’t see before.