Rowenta Design & Branding FURNITURE by Marcel Paris

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Design & Branding
Market France
Agency Marcel Paris
Creative Director Eric Jannon, Dimitri Guerassimov
Art Director Nicolas Chauvin, Carline Khelif
Account Supervisor Jean-Patrick Chiquiar
Released April 2011

Credits & Description

Category: Illustration
Advertiser: ROWENTA
Product/Service: CORDLESS HANDSTICK CLEANER
Agency: MARCEL
Date of First Appearance: Apr 8 2011
Entrant Company: MARCEL, Paris, FRANCE
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Creative Director: Eric Jannon (Marcel)
Art Director: Nicolas Chauvin (Marcel)
Art Director: Carline Khelif (Marcel)
Illustration and Graphic Art Work: (ASILE)
Art Buyer: Jean-Luc Chirio (Elysian Fields)
Art Buyer: Aurélie Lubot (Elysian Fields)
Account Supervisor: Jean-Patrick Chiquiar
Media placement: Press - Lonely Planet, Metro magazine - 08 April 2011

Describe the brief from the client
The Rowenta Air Force Handstick vacuum cleaner has been created for demanding customers looking for both design and efficiency. We had to increase awareness and make the sales go up.

Describe the challenges and key objectives
Considering the brief, we had to take two objectives into consideration when promoting it: to enhance its high-class product design, and to describe the ability of its mobile “delta head” that can get everywhere.

Describe how you arrived at the final design
We created a campaign in which the key elements have the same characteristics as the product: beauty/efficiency. We conceived sculptures of luxury furniture that were built to reveal the ability of the “delta head” to get under any type of furniture or in any corner easily. Furniture hasn’t just been twisted. Their structure and forms have been completely reconsidered and redesigned.
The three visuals of the campaign have been done entirely in full 3D.

Give some indication of how successful the outcome was in the market
The three visuals appeared on billboards and in magazines that were read by the target. After the launch of the campaign, the sales of the Rowenta Air Force Handstick vacuum cleaner went up 15% and are still increasing. It’s now on the list of the most sold vacuum cleaners in the country.