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