Leo Burnett Shanghai won the Siemens creative business in February. The Siemens' 3D air-condensation washer campaign concept is based on the idea that ‘the clothes you love, love Siemens’. According to the agency, most people base their purchasing decision on the washer's ability to protect and care for their clothes. The campaign targets young and affluent white-collar workers in China.
Belgium director Xavier Mairesse is behind the 90-second TV commercial that sees the clothes come alive. They try to escape from their owner to enjoy a nice bath in the neighbour's Siemens washer across the road.
“We feel that the idea will come out strongest when seen from the clothes’ perspective. Even your clothes prefer Siemens,” said Gordon Hughes, executive creative director at Leo Burnett Shanghai.
“This was the first storyboard we came up with and this was the storyboard that led us to win the pitch,” added ECD Amanda Yang.
The campaign website is created by MediaV Shanghai. The website takes viewers on an interactive journey on the night that clothes attempt a getaway. The website also includes wallpaper and screensaver downloads.
Credits:
Project 3D air condensation washer dryer campaign
Client BSH Home Appliances China
Creative agency Leo Burnett Shanghai
Executive creative directors Amanda Yang, Gordon Hughes
Art director Robert Chien
Copywriter Stephen Kong
Planner Shirley Zhou
Client servicing Angie Wong, Jessie Yao and Phoebe Wang
Media agency ZenithOptimedia Shanghai
Media planner Robert Yang
Production company Gwantsi
Director Xavier Mairesse
Edit company P.O.
Digital agency MediaV Shanghai
Exposure Television, print, outdoor, online
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