Miele

Meet the campaign every element of which was shot on a real oven - or, to be more precise, on its built-in camera.

We had an idea: to help people share the kindest words with their loved ones in a new and more meaningful way. We offered food bloggers to remember the words that wanted to say to their loved ones during the quarantine, and turned them into mouth-watering dishes that they baked and we shot on cameras right inside Miele Generation 7000 ovens.

Five bloggers, each with their own story, baked delicious phrases with individual designs while assisted by chef Mark Statsenko, Miele’s ambassador in Russia. Unique lettering was designed and created out of vegetables, merengues, cookies and other ingredients. It took 94 hours of working on lettering and 236 hours of food tests for all the specialists to make sure that the final dishes looked perfect.

Miele Generation 7000 ovens have a built-in camera and a special FoodView function that allows to monitor your food right from your phone or tablet to control the baking process and even take photos. Such photos were used in bloggers’ posts and in promoted posts on social media, as well as in posters and even on a building-size billboard in the centre of Moscow.