Buenos Aires - The advertising agency led creatively by Maxi Itzkoff and Mariano Serkin has created a new breed of microwave for their client, BGH. "QUICK CHEF MUSIC" is the first-ever microwave that plays music when food is ready.
The idea emerged when we sat down with our client to think about what we could communicate about the "BGH QUICK CHEF" microwave, as the model was exactly the same as the previous years. So we came up with an almost unthinkable idea, to make a product innovation, something that would take us months of testing, plus patent and legal approvals. But as the slogan of our agency is "Nothing is Impossible," a team from Del Campo Saatchi & Saatchi got straight into work.
Six months of testing culminated in a revolutionary invention, unprecedented in the history of the microwave oven: BGH QUICK CHEF MUSIC, a microwave equipped with speakers and a USB port, so that each person can upload the song they want. We launched a limited edition of 1000 microwaves, which sold out in just one week.
The product was received so positively that BGH QUICK CHEF MUSIC will be produced as a regular model in 2012.
The objective? To eliminate the unbearable BEEP BEEEP BEEEP noise heard from microwaves around the world. And, of course, to sell a lot of microwaves.
CREDITS
Executive Creative Directors: Maxi Itzkoff / Mariano Serkin
Creative Directors: Diego Medvedocky / Ignacio Ferioli
Creative Team: Guilherme Souza / Breno Costa
Agency SISOMO Producer: Camilo Rojas
Agency Producers: Adrian Aspani / Lucila D'Amico
Account director: Jaime Vidal
Account Executive: Manuela Sorzana
Microwave product development: Creavis (Marcelo Da Torre)
Production Company (case): Pank
Directors: Pablo Fusco / Juan Chappa
Executive Producer: Lucas Urquiza
Photography Director: Federico Cantini
Postproduction Company: La Sociedad Post
Music: Diego Grimblat
Advertiser's Supervisors: Ezequiel Devoto / Viviana Insaurralde
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