The video-centric integrated media approach brings the emotion of making to life in environments where makers seek inspiration. The strategy is rooted in balancing reach and relevancy across all channels, including emotionally targeted 6-second video, Pinterest cinematic pins, addressable TV and unique print placements.
KitchenAid has a portfolio made up of 25 product categories ranging from refrigerators and dishwashers to craft coffee makers, blenders and bakeware. Many are featured in cameo roles throughout the spots, which showcase a variety of reasons for making, as heard by the makers themselves in voice-over.
“We knew it was time for KitchenAid, a brand that’s so well known and loved by many for its stand mixer, to evolve and mean so much more – not just at a product level but at an emotional level, with its purpose and promise too. And that's totally different for the appliance category, which oftentimes lacks the very passion that draws people into the kitchen in the first place.” – Christy Hoskins, Sr. Brand Manager, KitchenAid
As seen in Adweek
Campaign Credits:
Chief Creative Officer: Ronald Ng
Managing Director: Morgan Carroll
EVP Group Creative Director: Mike Frease
SVP Creative Director: Laura Keeler
VP Creative Director: Bruno Guimaraes
Art Directors: Dylan Krenka, Guiga Cunha, Esteban Izquierdo, Jill Schneider
Copywriter: Sam Bordignon, Steve Horn, Ashley Staker
Executive Producer: Rob Tripas
SVP Group Account Director: Jessica Henrichs
VP Account Director: Kristine Kobe
Account Director: Julia Low
Account Manager: Katie Meyer
Head of Creative Strategy: David Chriswick
SVP Group Director, Creative Strategy: Jenny Hall
VP Director, Creative Strategy: Stephanie Kelly
Associate Director, Creative Strategy: Jen Burkey
Associate, Creative Strategy: Ana Hauser
VP Group Director, Brand Experience & Social Strategy: Justin Newby
VP Director, Social Strategy, Rachel Givens
Associate Director, Social Strategy: Rachel Datz
Manager, Social Strategy: Maggie Cooney
Senior Associate, Social Strategy: Allison Guerra
Senior Associate, Social Strategy: Anna Fatlowitz
Manager, Brand Experience: Jenna Llewellyn
VP Director, Project Management: Christa Arite
Manager, Project Management: Amanda Stern
Photographer/Designer: Anna Palma
Print Executive Producer: Lisa Oropallo
Production Company: MJZ
Director: Hoffman / Metoyer
Executive producer: Suza Horvat
Editing House: Whitehouse Post
Editor: Matthew Wood
Music House: Genuine Music
Sound Design: Another Country
VP Group Director, Media: Katie Schnepf
VP Director, Media: Ryan Shaw
Associate Director, Media: Ryanne Donnellon
Media Planner: Neva Sanfilippo
Supervisor, Paid Social Media: Madeline Howd