BIG NOISES by Publicis Conseil Paris for Rowenta

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BIG NOISES

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Design & Branding
Market France
Agency Publicis Conseil Paris
Creative Director Frederic Royer
Art Director Mathieu Degryse Et Yves-Eric Deboey
Account Supervisor Jean-Patrick Chiquiar
Released April 2011

Credits & Description

Category: Advertising Typography
Advertiser: GROUPE SEB
Product/Service: ROWENTA HOME APPLIANCES
Agency: PUBLICIS CONSEIL
Date of First Appearance: Apr 29 2011
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Creative Director: Frederic Royer (Publicis Conseil)
Copywriter: Mathieu Degryse (Publicis Conseil)
Art Director: Yves-Eric Deboey (Publicis Conseil)
Assisting Art Director: Jean Weessa (Publicis Conseil)
Account Supervisor: Jean-Patrick Chiquiar (Publicis Conseil)
Account Managers: V. Larnaudi/C.Baudry/J.Gauthier (Publicis Conseil)
Director of Photography: Jean-Baptiste Begez
Retouching/3D: De Factory
Art Buyer: Jean-Luc Chirio
Media placement: Print - Paris - 29 April 2011
Media placement: Outdoor 4x3 - Metro Edition Cote D'azur - 29 April 2011

Describe the brief from the client
- The brief: Highlight the perfect silence of the high end vacuum cleaner: Silence Force
- The target: Active women with a high standard of living.

Describe the challenges and key objectives
- The creative idea: The Silence Force vacuum cleaner is so quiet that all other sounds, even the tiniest, seem enormous.

- The challenge: To use typography and onomatopoeia to give a big and impactful visualization to sounds while at the same time being elegant and upscale in accordance with the Rowenta brand values.

Describe how you arrived at the final design
-The technique:
We chose 3D to create onomatopoeias that seem real and look like works of art. We made them in a massive and heavy matter to reinforce the idea of big sounds and we then incorporated them into the image by manipulating lighting.

Give some indication of how successful the outcome was in the market
- The result:
The campaign and its images, which are unusual in this industry, have allowed Rowenta to become a major player in the luxury vacuum cleaner market. Silence Force has since become the most acclaimed vacuum cleaner in its category in Europe ahead of Electrolux, Philips and Hoover.