Electrolux Washing Reimagined
Electrolux has released the next expression from their artful appliances idea with a new online film from Saatchi & Saatchi Thailand that demonstrates the artistic capability of its washing machines. Collaborating with upcoming Thai experimental artist Pitchanan Sornyen, and production company Wakeup Rabbit, ‘Washing: Re-Imagined’ uses the magic of art and the power of imagination to highlight appliance product features in a way not done before. Washing functions like Time Manager, Vapour Action and Refresh Cycle are used to create a piece of unique art that will be showcased by Electrolux at a later date.
“Most advertisements for washing machines treat appliances like commodities”, said Nuntawat Chaipornkaew, Executive Creative Director of Saatchi & Saatchi. “With Electrolux, we wanted to showcase the product with creativity and mystery to show that there is a lot more to the appliance than people expect.”
‘Washing: Re-Imagined’ follows the success of Saatchi & Saatchi Thailand’s previous film for Electrolux that captured the first piece of art in the world created with a vacuum cleaner. ‘The Power to Capture Imagination’ film has received more than 1 million views on YouTube.
The Electrolux Washing Reimagined campaign was developed at Saatchi & Saatchi Thailand, Bangkok, by executive creative director Nuntawat Chaipornkaew, creative group head Papop Chaowanapreecha, creative directors Krissada Jun-Orn and Pornpen Rattanasaksopana, head of live creativity Taejay Lee, art directors Shayne Chomchinda, Kajohnchai Rodklongtan, Prapat Patomchaiwiwat, Weerayut Angkharach, Poowadon Potichat, copywriters Tanongsak Tanoparat, Chavanon Tantisiriseranee, Nattinee Hemwanno, agency producers Aitthipat Boonkumol, Pattira Kietivanichanon, Chanida Noikampan, account team Krittinee Kampitak and Nuttaphan Godden.
Filming was shot by director Pagorn Jungrungruang via Wakeup Rabbit with producer Athip Vichuchaianan, co-producer Nuttheera Payakken, assistant director Thitipong Pimolwetkul, director of photography Panit Jirawattananunt, cinematographers Vijaktre Thirapat, Chalongwut Chorruangsak, and artist Pitchanan Sornyen, production manager Lookmoo TaRn, editor Peace Radul, music composer Juk Tongma Banane Juliet and sound designer Jack Welldone.