Bella came to us to help them launch their innovative, space-saving 'Fits-anywhere'™ kitchenware line. But with less awareness and budget than their peers, how do you communicate the benefits of bella's appliances in a way that stood out in an incredibly crowded market, and makes people take notice?
A world awash with bland, minimal, Pinterest-style kitchens, the kitchenware category has forgotten how to have fun. But bella's space-saving designs gave them permission as a brand to show up in spaces where kitchenware has never gone before. Turns out, bella Fits Anywhere. Even There.
The concept came to life through a 30" campaign film featuring bella brand partner Demi Lovato. Directed by Maca Rubio from Stink Films, the spot takes a range of different bella products on a whimsical journey into the unexpected. Starting in the kitchen, we follow the products as they continue to slot seamlessly into ever stranger and more surreal spaces, to emphasize their compact nature. The film included over ten hand built environments to house the different bella products.
To accompany the hero film, we also created another 6 short films to live across social and DOOH. These shorts each focused on one specific bella product showing up in equally bizarre and surreal places as we saw in the main film. From a waffle maker in a sea shell to a toaster in a piggy bank, each film reflected the whimsy and imaginative tone of the bella brand. A truly playful outlier in a traditionally boring category.
We also established a design system for the Fits Anywhere. Even There. campaign. This included a bespoke typeface to reflect the product design; seamless renders of each product to show off their compact functionality; a collection of environmental imagery and motion design principles to ensure consistency in the way the products came to life.
The guidelines we created helped inform a range of display and OOH assets, designed to show off the sleek design and seamless compatibility of bella's products. The expression of brand personality within the assets was dialed up and down depending on the context. Digital executions focused more on making sure the products took centre stage so they didn't get lost on busy screens. While bigger OOH moments gave us the opportunity to use more unexpected and eye catching imagery to communicate the 'Fits Anywhere. Even There.' proposition.
We worked closely in partnership with Stink Films, who oversaw the entire production of the project - with the campaign film being created by Stink Films director Maca Rubio. A huge importance was placed on the creation of multiple hand built environments for the different worlds we see in the film, to communicate the warmth and tangibility of the bella brand. These were created on set by Maca Rubio's team in Buenos Aires, Argentina.