ELEVATE YOUR COOKING by Ogilvy & Mather New York for Dupont

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ELEVATE YOUR COOKING

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Industry Tableware, Cutlery, Cookware
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Eduardo De La Herran, David Mcmillian
Art Director David Marino
Copywriter Israel Beer
Producer Jessica Fiore
Account Supervisor Dory Giannos
Released January 2013

Credits & Description

Advertiser: DUPONT
Agency: OGILVY NEW YORK
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: ELEVATE YOUR COOKING
Chief Creative Officer: Alfonso Marian (Ogilvy/Mather)
Advertister's Supervisor: Alvenia Scarborough (Ogilvy/Mather)
Account Manager: Anika Sharma (Ogilvy/Mather)
Account Supervisor: Dory Giannos (Ogilvy/Mather)
Executive Creative Director: Eduardo De La Herran (Ogilvy/Mather)
Producer: Jessica Fiore (Ogilvy/Mather)
Art Director: David Marino (Ogilvy/Mather)
Executive Creative Director: David Mcmillian (Ogilvy/Mather)
Photographer And CGI: Taylor James (Ogilvy/Mather)
Copywriter: Israel Beer (Ogilvy/Mather)

Implementation
Since the work had to be translated in several languages, we created visuals that told our story conceptually. The campaign gave messy foods a life of their own to illustrate the unmatched performance of Teflon. We launched the campaign in trade pubs in anticipation of one of the world’s biggest cookware tradeshows. As far as comebacks go, we aimed to make a grand entrance.

Outcome
900% – During the trade show, leads garnered at the Teflon booth increased that much compared to last year

Execution
Regardless of what goes into the pan, no one wants it to stick when it’s time to come out. By artfully depicting commonly sticky foods taking on evocative shapes while cooking, we quickly conveyed the superior performance of the Teflon surface.

Client Brief Or Objective
After a decade-long hiatus in advertising, Teflon was ready to reclaim its title as The World’s #1 Nonstick Coating. The brief was simple: Relaunch and Reinform – show the world that the Teflon brand provides the superior nonstick experience.