Our concept was to draw attention to, and acknowledge with a stamp of excellence, those extraordinary farmers, producers and makers who share the Gaggenau ethos of quality over quantity and making a difference through craftsmanship. These are the people ‘Respected by Gaggenau’.
By focusing on ‘dining’, the conversation remained firmly connected to the kitchen.
We proposed this as a leadership initiative whereby our client could reinforce their brand point of difference: being a handcrafting artisan within the luxury appliance market.
We recruited a board of experts, that represented culinary, viniculture and design including Sarah Abbott, a Master of Wine, Tom Parker Bowles, a respected food journalist and food critic and the brands Head of Design. We invited a collective of European specialists, from 8 Gaggenau countries, to curate and present a long list of nominees (over 60 made the list) which were then whittled down to a shortlist of 16, to the final three (from Italy and Spain). Even with lockdown restrictions we, along with our video makers, captured every part of the process through storytelling; film, social posts, a magazine and localised press coverage.