Outdoor Advertising
 

Rebellious
Revival

 

Overview

JennAir is the luxury appliance brand in the Whirlpool portfolio. Although it was founded by a visionary leader, Lou Jenn, who created downdraft ventilation and is credited by designer as creating the modern day open floor plan, for many years it had not lived up to its progressive history. JennAir sought to tell its story to the modern luxury consumer, a demographic who is tired of the stale convention of old luxury, and looks to make their own path. With the launch of 70 new products, a new brand identify and logo, JennAir challenged our integrated advertising, social and earned media team to engage this audience and make JennAir the fastest growing luxury brand in America.

 

Approach

New campaign and brand refresh coinciding with new product launch, Architectural Digest Design Show (ADDS) brand installation, national print, Digital and Out-of-Home Advertising, a new brand website, influencer activations, social and earned media efforts, Showroom transformations at national retailers.

 

Results

Architectural Digest Design Show:
• Awarded 1st Best-in-Show branded installation
• 4.60/5.00 total brand sentiment for the launch period
• 2,908 booth attendees over 4 days (that’s 2 people per minute!)
• 60% share of voice during event
• 370+ guests at the Unbound After Party
• 85+ media attendees at the booth11 Macro & Power Middle influencers partnerships
• 510 MM+ media impressions (50% of entire year goal)
• 1MM+ Video views across Social Media

Sales increase of %XXX ($XXXXX MM)

Awards

 

Team

ECD: Atit Shah, Andrew Carlson, and Mike Frease
Creative Team: Tyler Forster, Jim Alleman, Ashley Postiff, Clay Nicholas, Samantha Bordignon, Alex Haglund, Eric Leighton, Megan Bednarczyk
Strategy: David Chriswick
Social: Billy Boulia, Trevor Davis, Justin Ollivierre, Sarah Berczuk, Julie Whiting, and Ally Raith
PR: Eileen Ziesemer, Laura Markofsky, and Lynsey Elve
Account: Kristen Kobe, and Julie Wisniewski
Project Management: Courtney Duane, Nick Gamero, Samantha Schmidt
Production: Rob Tripas, and Danielle Menna
Film Director, DP, and Editorial: Jovan Todorovic, Albert Salas, and Cameron Yergler

 
 
Brand
Anthem
Reborn
Mobile
Rebrand
Launch Party
Old Luxe
Brand
Brand
Brand
Brand
Brand
Brand
Brand Refresh
Brand Refresh
RefreshBrand Refresh
 
  • Wordmark & Monogram

  • Color Palette

  • Dynamic Custom Font

  • Photo & Video Library

  • Voice & Tone

Defiant new brand expression

 
Old Logo
New Logo
New Logo
Defiant J 3D
Logos
Brand
Brand
Brand Refresh
Brand
Color
Brand
Brand
 
  • Event Installation

  • Influencer Activations

  • Interactive Displays & Motion Graphics

  • Afterparty

Architectural Digest Design Show

 
ADDS
Booth
ADDS
ADDS
ADDS
Activation
Afterparty
Afterparty
Afterparty
Afterparty
 
  • Brand Website

  • Social Media

  • Online, Out-of-Home, and Print Advertising

  • Retail Showrooms

Other Activations

 
Digital
Activation
Activation
Showrooms
Activation
Activation
Social