SHOT ON OVEN
Serviceplan and Miele collaborate on campaign to be photographed inside an oven, using the new Miele Oven Food View function.
The messages were not only baked inside Miele’s Generation 7000 ovens – they were shot inside them. Generation 7000 ovens have a unique FoodView function – a camera connected to your smartphone that lets you see your food, take pictures of it and control the temperature. This gave the campaign a unique angle that all of its materials were shot from. And there were many – from posters to a full building-size billboard.
Chicken, meringues, vegetables, cookies and other ingredients were used to create unique lettering for cooking and shooting. 94 hours of designers’ work and 236 hours of food tests were completed before the final dishes were ready, as original cooking techniques had to be used, some of them even had to be invented.
