Siemens: THE LAUNDRY GALLERY

Credits & Description:

Category: Posters

Advertiser: SIEMENS ELECTROGERAETE

Product/Service: SIEMENS ANTI-VIBRATION WASHING MACHINES

Agency: SCHOLZ & FRIENDS BERLIN

Chief Creative Officer: Martin Pross (Scholz & Friends)

Executive Creative Director: Matthias Spaetgens (Scholz & Friends)

Creative Director: Robert Krause (Scholz & Friends)

Creative Director: Florian Schwalme (Scholz & Friends)

Creative Director: Mathias Rebmann (Scholz & Friends)

Creative Director: Markus Daubenbuechel (Scholz & Friends)

Art Director: Bjoern Kernspeckt (Scholz & Friends)

Art Director: René Gebhardt (Scholz & Friends)

Art Director: Sebastian Kamp (Scholz & Friends)

Copywriter: Stefan Sohlau (Scholz & Friends)

Graphics: Susan Wesarg (Scholz & Friends)

Graphics: Philipp Bertisch

Photographer: Szymon Plewa

Account Manager: Kerstin Seidel (Scholz & Friends)

Account Manager: Mehibe Tuncel (Scholz & Friends)

Agency Producer: Nele Siegl (Scholz & Friends)

Filmproduction: Partizan

Sculptures: Szymon Plewa

Media placement: Exhibition - Gallery In Berlin - 06.-20. January 2012

Media placement: Posters - Berlin - 02. January 2012

Media placement: Internet Spot - Http://www.youtube.com/watch?v=xHGAT6rXnqw&feature=youtu.be - 20. January 2012



Describe the brief from the client

Siemens washing machines with anti-vibration technology are extremely smooth and don’t vibrate even at fast spin-drying. These features should be announced to our high-earning and design-addicted target group.



Describe the challenges and key objectives

The challenge was to create an amazing and striking proof of the anti-vibration technology.



Describe how you arrived at the final design

In Berlin – the city of art galleries – Siemens opened a very special exhibition: The Laundry Gallery. An artist used ordinary household items to create fragile balance sculptures and placed them on top of Siemens washing machines. At the vernissage, the spin cycle with up to 1,600 rotations per minute was turned on – and the sculptures remained intact thanks to the anti-vibration technology.

The posters announced the exhibition and show the real sculptures on top of the running washing machines. They were placed in the whole city centre of Berlin and in the showrooms of the Siemens stores and other retailers.



Give some indication of how successful the outcome was in the market

During the exhibition’s 2-week run, more than 10,000 people visited the Laundry Gallery and saw for themselves how smoothly Siemens washing machines operate.