By thelaegotist / / Team One, a fully integrated advertising agency that specializes in working with premium and luxury brands, has created the first creative campaign for Dacor’s luxury home-appliance line, the agency announced. They won the business in February. The work broke in various media on Sept. 17, including TV spots during the live broadcast of the Emmy Awards on CBS. The work—for Dacor’s new collection, The Modernist—carries the theme line, “Let the show begin.” The work was shot in the style of fashion-advertising and will run in market through December. The spot depicts a fastidiously tailored and impeccably coiffed supermodel, Carolyn Murphy, assessing a sterile white kitchen space and then using various tools, such as a chainsaw and sledgehammer, to violently destroy it for the purposes of a remodel. “In collaboration with Team One, Dacor seized the opportunity to disrupt a category that has traditionally focused on the kitchen for pro-style cooking or as a design museum, while missing the fact that kitchens are about collaborating and entertaining,” said Etienne Houseknecht, director of marketing at Dacor. Housenecht added, “Consumers are yearning for products that appeal to their aspirations of being a modern entertainer. Dacor is excited to be introducing its new line of next generation creative tools to inspire creativity, experimentation and play.” Each print ad features a single appliance from The Modernist collection such as a refrigerator or stove, with the theme line, “The status quo is starting to sweat,” and in smaller print, a description of the product’s capabilities. The strategy behind the work was inspired by learnings from Team One’s Global Affluent Tribe(GAT) research. GAT, a continuous study since 2010, focuses on the lasting values and emerging expressions of how affluent consumers, around the world, aspire to live. “Stereotypically, the affluent lifestyle was personified by unapproachable individuals and their out-of-reach objects put on gallery-like display behind velvet ropes,” said Mark Miller, chief strategy officer at Team One. “That stereotype has since been replaced by the actuality that modern affluents place a real value on deep, not superficial, relationships, and prioritize meaning over mere possession. In turn, the idea of kitchens as museums needed an update.” Team One handles all creative, digital, experiential, media planning and buying for Dacor. The shop also has created behind-the-scenes content for the client’s web site and is involved in product development. All creative executions are intended to drive customers to the Dacor website to further interact with the brand and its place among modern home entertainment.
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