Late 2020, after a lengthy pitch, we won our first global social account at Wavemaker: Miele. Not much later we got a chance to develop a campaign especially for the Chinese market. To introduce the Miele stick vacuum cleaner to a Chinese audience we had the opportunity to make use of their sponsorship of FC Bayern München. The team is wildly popular in China and goalkeeper Manuel Neuer is a true star. To show off the flexibility of the Miele Triflex vacuum cleaner, the creative team found inspiration in the drawings of renowned Dutch artist M.C. Escher. He's known for creating surrealist environments where up is down and down is up and laws of gravity and perspective don't seem to apply. Just perfect for a vacuum cleaner that helps you clean at near impossible angles. We went to the Eisbach Studios in Munich to film Manuel Neuer, Leon Goretzka and Alphonso Davies and then created the world around them in CGI. The campaign went live on Chinese platforms WeChat, Redbook, Weibo and Douyin. The concept was developed together with creatives Joshua Hoogeboom, Willem Droog and in close collaboration with our Wavemaker colleagues in Bejing and Shanghai to make sure it appealed to local audiences.
A Behind-The-Scenes look at the shoot.
The film on Douyin.
An original drawing of Dutch artist M.C. Escher.