Team One

Los Angeles, Estados Unidos
Título"The Remodel"
Agencia
Campaña “The Remodel”
Anunciante Dacor
Marca Dacor
Fecha de primera difusión/publicación
Sector Empresarial Utensilios domésticos, decoración y jardinería
Lema “Let the show begin”
Sinopsis 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.
Filosofía 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.

A full 90-second spot will live on the Dacor website, with shorter versions running during the Emmy’s, on the web, and across social media. The spot and its variations depict 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 the blink of an eye, the space is transformed, and the same woman practically caresses the surfaces and interactive touchscreens of the stovetop, refrigerator, oven and countertops, part of The Modernist collection of appliances, shown in rich, graphite stainless steel. Almost as suddenly, a group of her well-heeled friends burst into the kitchen, ready for a festive gathering.

Two 15-second “teasers” and one 30-second spot will run throughout the broadcast to tell the story of the remodel—and it is the only TV buy for this campaign. “For years, the kitchen has been ruled by rules,” a female voice says during one of the shorter spots. “It’s time to set it free.” In another, the voiceover says, “The kitchen has been treated like a museum for far too long. It’s time to make a little noise.”

“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 web site to further interact with the brand and its place among modern home entertainment.
Medio Web Film
Duración
Advertising Agency Team One
CCO Chris Graves
Creative Director Ryan DiDonato
Creative Director Phil Henson
Associate Creative Director Alex Smulian
Copywriter Jason Whitehead
Art Director Ryan Davis
Executive Producer Sam Walsh
Producer Kerry Ko
President Julie Michael
Management Director John McGonigle
Digital Management Supervisor Chris Sherman
Strategy Director Lorraine Ketch
Group Media Director Michele Fukumoto
Senior Digital Director Grace Teng
Dacor CCO Eunjou Min
Dacor CMO Etienne Houseknecht
Production Company Serial Pictures
Director/Photographer Fabien Baron
DP Phillippe LeSourd
Founding Partner/Executive Producer Violaine Etienne
Line Producer Cindy Becker
Editorial Rock Paper Scissors
Editor Frank Snider
EP Rana Martin
Producer Dina Ciccotello
VFX Chimney
Head Flame Artist Peter Tornestam
Head of Production Cristina Matracia
Original Music Future Perfect
Partner/Composer John Connolly
EP Maxwell Gosling
Record/Mix Juice Studios
Sound Mixer Bob Gremore
Sound Designer Bruce Bueckert

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