Del Campo Saatchi & Saatchi Makes Microwave History for BGH

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


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…