A sneak peek into my brain (and what it’s like being a social media granny):
Back in the day, I had a YouTube channel (yes, really). So when I read the Miele brief and discovered that the light inside their fridge is that good, it instantly brought back memories of the ‘YouTube transitions’ I used to use. That spark of nostalgia turned into one of the concepts I pitched - proof that even the most random corners of your past can fuel fresh creative ideas.
Miele
The task was to socially amplify Miele's “Rumored For A Reason” campaign to unfamiliar U.S. audiences by creating engaging social videos that highlight the brand’s unmatched quality and innovation. We had access to studio equipment, appliances and talent during the Wieden + Kennedy production, enabling us to capture tailored content for socials how we see fit.
As a Dutchie who’s also lived in Germany, Miele’s always been familiar to me. But hearing my expat colleagues say Mieléh or Miela gave me an idea: let’s teach the US audience how to say it - by showing all the ways not to.
“It’s actually pronounced Miel-uh”
