THE LAUNDRY GALLERY by Scholz & Friends Berlin for Siemens

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THE LAUNDRY GALLERY

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Industry Electronic Devices & Home Appliances, Dishwashers
Media Design & Branding, Case study
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Copywriter Stefan Sohlau
Photographer Szymon Plewa
Released April 2011

Awards

Cannes Lions 2012
Design Lions Exhibitions & Live Events Gold

Credits & Description

Entrant: Scholz & Friends, Berlin
Siemens Washing Machines - "The Laundry Gallery"
Corporate Name of Client: Siemens Electrogeraete GmbH
Client Account Director: Sonja Ehmer
Agency Account Directors: Kerstin Seidel/Mehibe Tuncel
Agency: Scholz & Friends, Berlin
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens
Creative Directors: Robert Krause/Florian Schwalme/
Mathias Rebmann/Markus Daubenbuechel
Copywriter: Stefan Sohlau
Art Directors: Bjoern Kernspeckt/René Gebhardt/
Sebastian Kamp
Agency Print Producer: Franziska Ibe
Agency Film Producer: Nele Siegl
Graphic Designers: Susan Wesarg/Philipp Bertisch
Photographer: Szymon Plewa
Sculptures: Szymon Plewa
Film Production: Partizan
Description of the Project
Objective: Siemens washing machines with anti-vibration design are extremly smooth and don’t vibrate even at fast spin-drying. This feature needed to be announced to our high-earning and design-addicted target group.

Concept: Out of usual household items we have built fragile sculptures and put them on the mentioned washing machines. Afterwards we have turned the machines on spin cycle. Eight of the sculptures were exposed on a temorary art-gallery in the center of Berlin – the "Laundry Gallery“. Posters, an online film and advertisements in local magazines have announced the vernissage in advance.

Target Audience: Higher earners in urban areas, who are enthusiastic about art and culture.