'Washing Re-Imagined'

Saatchi & Saatchi Thailand and Electrolux work with experimental artist Pitchanan Sornyen to create a piece of unique art.

Bangkok - Electrolux has released the next expression from their artful appliances idea with a new online film from Saatchi & Saatchi Thailand that demonstrates the artistic capability of its washing machines.

Collaborating with upcoming Thai experimental artist Pitchanan Sornyen, and production company Wakeup Rabbit, ‘Washing: Re-Imagined’ uses the magic of art and the power of imagination to highlight appliance product features in a way not done before. Washing functions like Time Manager, Vapour Action and Refresh Cycle are used to create a piece of unique art that will be showcased by Electrolux at a later date.

"Most advertisements for washing machines treat appliances like commodities,” said Nuntawat Chaipornkaew, Executive Creative Director of Saatchi & Saatchi. “With Electrolux, we wanted to showcase the product with creativity and mystery to show that there is a lot more to the appliance than people expect."

‘Washing: Re-Imagined’ follows the success of Saatchi & Saatchi Thailand’s previous film for Electrolux that captured the first piece of art in the world created with a vacuum cleaner. ‘The Power to Capture Imagination’ film has received more than 1 million views on YouTube.

View ‘Washing: Re-Imagined’: http://www.youtube.com/watch?v=92fknmTBCrA

View ‘The Power to Capture Imagination’: http://www.youtube.com/watch?v=nUd7zq6V5UU

For more information on artist Pitchanan Sornyen: http://o-yim.tumblr.com



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