2015 Winners & Shortlists

Brief Explanation

Communication for kitchen appliances are typically cluttered with glossy images of articulately prepared food. Audiences have become desensitized to them. Kenwood created communication that leaves the audience’s imagination to complete the picture – an invitation to endless possibilities without overstating it.

The Brief

Much of households in the United Arab Emirates are not familiar with the benefits of food processors. They still prepare food the old fashioned way – by hand. But while home kitchens have remained traditional, palettes have evolved. With the arrival of global food chains, café culture and famous international restaurants, people in the UAE are keen to try new dishes. Kenwood communicated how their range of food processors lets you enjoy great new food options by making a simple addition to your kitchen.

How the final design was conceived

Many households in Dubai still use cookbooks to prepare dishes. We used them to visualize endless possibilities in the kitchen. Using Kenwood’s classic minimalist template, we found a visual concept that says the idea in a simple elegant way. Each vegetable was photographed, angled the correct way, to work in harmony with the set of books, which were photographed separately.

Indication of how successful the outcome was in the market

Not available. The campaign has only recently been released.

Established in 1947 in the UK, Kenwood are global leaders within the food preparation market. Their kitchen appliances have become some of the most trusted and loved home electronics in the world. Today they continue to innovate and introduce new ways of conveniently preparing delicious food, while encouraging audiences to be creative in the kitchen. In the Middle East, Kenwood’s audience are homemakers with a desire to learn new things, as well accomplished cooks who push themselves to perfection and want a machine that will keep pace with them.