Advertiser: ELECTROLUX
Agency: HOUSE OF RADON
Category: User experience
Advertising campaign: NOW YOU'RE COOKING
Art Director: Albin Holmqvist (House Of Radon)
Music Composer: Carl Åborg (House Of Radon)
Director: Albin Holmqvist (House Of Radon)
Communications Manager Europe Small Appliances On Electrolux: Henrik Freudenthal (Electrolux)
Developer: August Björnberg (House Of Radon)
Digital Communications Manager Europe/Floor Care/Small Appliances At Electrolux: Jenny Bäckman (Electrolux)
Digital PR/Community: Louise Ljungberg (House Of Radon)
Creative Director: Victor Köhler (House Of Radon)
Client Director: Philip Marthinsen (House Of Radon)
Producer: Amanda Nordlöw (House Of Radon)
Food Stylist: Cilla Göthlinder (Choise Stockholm)
Director of Photography: Hannes Isaksson (Freelance)
Director of Photography: Niklas Johansson (Freelance)
Director: Victor Köhler (House Of Radon)
Creative Director: David Dworsky (House Of Radon)
Planner: Lukas Rose (House Of Radon)
Copywriter: Samuel Sweetman (House Of Radon)
Brief Explanation
To inspire ambitious home cooks, Electrolux created the Tumblr food destination: Now You’re Cooking. The campaign revolves around the insight that people are increasingly using online recipes. So the idea was to create a series of recipe films that let food-lovers cook-along with at home.Each film can be set to cooking-mode to cook-along with the chef and sits alongside inspirational imagery and activity such as reblogs, likes and PR mentions. The blog collected over 800,000 followers, highlighting the power of Tumblr as a platform that can connect global foodies on a level that is otherwise difficult through traditional advertising.