In late 2020, after a competitive pitch, we won our first global social account at Wavemaker: Miele. Shortly thereafter, we were given the opportunity to create a campaign specifically for the Chinese market. To introduce the Miele Triflex stick vacuum cleaner to this audience, we leveraged Miele's sponsorship of FC Bayern München, a team that enjoys immense popularity in China, particularly thanks to star goalkeeper Manuel Neuer.
To showcase the versatility of the Miele Triflex vacuum, the creative team drew inspiration from the iconic works of renowned Dutch artist M.C. Escher, known for his surreal environments where the laws of gravity and perspective seem to bend. This artistic approach perfectly aligned with the unique cleaning capabilities of our vacuum, designed to tackle even the most challenging angles.
We filmed Manuel Neuer, Leon Goretzka, and Alphonso Davies at Eisbach Studios in Munich, creating an immersive CGI environment around them. The campaign was launched across popular Chinese platforms, including WeChat, Redbook, Weibo, and Douyin. This concept was developed in collaboration with creatives Joshua Hoogeboom and Willem Droog, as well as our colleagues in Beijing and Shanghai, ensuring it resonated with local audiences.
A Behind-The-Scenes look at the shoot.
The film on Douyin.
An original drawing of Dutch artist M.C. Escher.
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