Electrolux has released the next expression from their artful appliances idea with a new online film from Saatchi & Saatchi Thailand that demonstrates the artistic capability of its washing machines.
Collaborating with upcoming Thai experimental artist Pitchanan Sornyen, and production company Wakeup Rabbit, ‘Washing: Re-Imagined’ uses the magic of art and the power of imagination to highlight appliance product features in a way not done before. Washing functions like Time Manager, Vapour Action and Refresh Cycle are used to create a piece of unique art that will be showcased by Electrolux at a later date.
"Most advertisements for washing machines treat appliances like commodities,” said Nuntawat Chaipornkaew, Executive Creative Director of Saatchi & Saatchi. “With Electrolux, we wanted to showcase the product with creativity and mystery to show that there is a lot more to the appliance than people expect."
‘Washing: Re-Imagined’ follows the success of Saatchi & Saatchi Thailand’s previous film for Electrolux that captured the first piece of art in the world created with a vacuum cleaner. ‘The Power to Capture Imagination’ film has received more than 1 million views on YouTube.
Creative Credits:
AD AGENCY: Saatchi & Saatchi, Thailand
PRODUCER: Aitthipat Boonkumol, Pattira Kietivanichanon, Chanida Noikampan
EXECUTIVE CREATIVE DIRECTOR: Nuntawat Chaipornkaew
COPYWRITER: Tanongsak Tanoparat, Chavanon Tantisiriseranee, Nattinee Hemwanno,
ART DIRECTOR: Shayne Chomchinda, Kajohnchai Rodklongtan, Prapat Patomchaiwiwat, Weerayut Angkharach, Poowadon Potichat
ACCOUNT MANAGER: Krittinee Kampitak, Nuttaphan Godden
PRODUCTION COMPANY: Wakeup Rabbit
PRODUCER: Athip Vichuchaianan
DOP: Panit Jirawattananunt
DIRECTOR: Pagorn Jungrungruang