Once a Miele, Always a Miele
A global platform built to last
For our first collaboration with Miele, Germany’s largest family-owned premium appliance maker, we developed “Once a Miele, Always a Miele”. This creative platform focuses on the unique, lasting bond people form with Miele appliances, highlighting the deep connection and enduring quality that sets the brand apart.
Celebrating 125 years of quality and craftsmanship, Miele creates appliances that people come to love and rely on for years. These appliances aren’t just tools – they become objects of pride and desire. Once someone experiences Miele’s quality, they never want anything else. The “Once a Miele, Always a Miele” campaign highlights this deep connection, honoring those who have already formed these emotional bonds with their appliances and inviting others to discover the joy of owning one.
The global campaign features a variety of assets, including a brand film directed by Sheila Johansson that is an ode to “Always a Miele”, poetically expressing what it feels like to live with quality that you truly love over time. The campaign also includes a series of product films, and 23 short-form films showcasing the moment someone first experiences the exceptional quality of a Miele appliance – the “Once a Miele” moment.
