Miele: Caring

Credits & Description:

“The more you care for your clothes, the more you need a Miele. Miele Active Care. 14 unique special programs that take care of your favourite clothes.”




Challenge: Today, all washing machines make your laundry clean, but not all make it look good and last longer. Miele treat every kind of textile according to it’s unique properties – which results in clothing care instead of a simple wash. Our task was to rise awareness of Miele’s exclusive special washing programs, while at the same time confirming Miele’s position as a premium brand for washing and drying machines.




Solution: Ads that interact with the editorial material in fashion magazines – thereby taking ownership of “caring” for the latest fashion. Our ads were placed in the middle of fashion reports. Than ks to a hole in the ads you could se parts of the clothes in surrounding fashion pictures, looking like they were placed in one of Miele’s washing machines.




Advertising Agency: Jung von Matt, Stockholm, Sweden


Creative Director: Johan Jäger


Art Director: Johan Jäger


Copywriter: Magnus Andersson


Planner: Leon Phang


Photographer: Pekka Ståhlnacke