Electrolux has released the next expression from their artful appliances idea with a new online film from Saatchi & Saatchi Thailand.
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 one million views on YouTube.
Credits
Agency: Saatchi & Saatchi Thailand
ECD: Nuntawat Chaipornkaew
CGH: Papop Chaowanapreecha, Krissada Jun-Orn, Pornpen Rattanasaksopana, Taejay Lee
Art Directors: Shayne Chomchinda, Kajohnchai Rodklongtan, Prapat Patomchaiwiwat, Weerayut Angkharach, Poowadon Potichat
Copywriters: Tanongsak Tanoparat, Chavanon Tantisiriseranee, Nattinee Hemwanno,
Agency Producer: Aitthipat Boonkumol, Pattira Kietivanichanon, Chanida Noikampan
Account Service: Krittinee Kampitak, Nuttaphan Godden
Production Company: Wakeup Rabbit
Producer: Athip Vichuchaianan
Co-Producer: Nuttheera Payakken
Director: Pagorn Jungrungruang
Assistant Director: Thitipong Pimolwetkul
DOP: Panit Jirawattananunt
Cinematographer: Vijaktre Thirapat, Chalongwut Chorruangsak
Artist: Pitchanan Sornyen
