KitchenAid, In Color | LOBO Creative

Overview

KitchenAid asked for a campaign around a piece of design that has not changed shape in a century. The answer was to let the type and the object hold each other up: the words trace the contours of the mixer, and the mixer gives the words their structure and momentum. Nothing else enters frame. The films are CGI, one colourway each, the background matched to the machine, and they are cut square and vertical for the feed rather than the break.

Discipline

Consumer Goods

Studio

LOBO Creative

Group

lobo.cx

The idea

Type that behaves like food.

The treatment set up a third element that is never actually pictured: the food. By twisting, turning, melting and jiggling the words, the type evokes what the mixer is for without ever showing a dish. The lines lean on the machine's silhouette and let the joke land on the shape itself.

Line

The shape known for tilting heads.

Line

Well known for being well rounded.

Line

We let our beauty go right to our bullet-shaped head.

Line

Pizza, penne and panna cotta all have one shape in common.

Line

Shortbreads, flatbreads and long breads all have one shape in common.

Style frames

Where the colour comes in.

From the development decks, and two of the finished films are in them almost shot for shot. TV in Colors opens on a grey machine and bands the colourways in behind it before landing on the line. The orange boards became The 70s. What the frames are for is the argument underneath the campaign: this shape was sold in colour before most living rooms had it.

The full colourway line-up under the words in color

The range on its colour bands

Mixers tumbling across the colour bands, the words in color held steady

Mixers in motion

An orange mixer and whisk under the words the 70s

Made it through the 70s

End card

The sound

Scored on the mixer itself.

The reference was Johnnyrandom's Bespoken, a track built entirely from sounds generated by bicycles. The same approach was taken here, and Paulo Beto at Anvil FX built the score with a stand mixer, a handheld recorder and a violin bow: the motor close-miked at each speed, the whisk and the bowl played as instruments. Nothing else was used. Three options were cut and tested before the campaign was scored.