Getting out of the comfort zone is the challenge.

But how do you tell the courage to change? Smeg wants to evolve technical excellence and create a line of small appliances to bring culinary creativity everywhere. For this, we took brand communication outside of classic kitchen environments.

Every revolution requires courage. For Smeg, we wanted to celebrate all aspects of change.

For Smeg, it has always been crucial to redefine the idea of cooking, with refined designs and cutting-edge technology. This has been the DNA of the brand since 1990.
The (R)evolutionary Cooking campaign starts from this core value. The new collection of portable appliances challenges the idea that cooking is something relegated to the kitchen. 
We have created a true manifesto of this evolution, in which to give voice to Smeg's ability to reinvent itself.

The international campaign was launched at the Salone del Mobile in Milan. We created a video-manifesto to accompany the campaign. We oversaw the creative and strategic concept, video hero and digital assets and dedicated landing page.