Luis Gabriel Ramírez A.

The old KitchenAid® was all about making. Which makes sense—the kitchen is where you make food.
But people were starting to feel lost and a little lonely in a world decorated with Croquembouche, souffles and the high pressure to execute them perfectly.

Because the fact of the matter is, yes, you make food in the kitchen, but you can, and often do, make a whole lot more. Because you’re not just making a greek salad, you’re reliving your gap year in Greece where you tried a real tomato for the first time.

Now we’re helping people make so much more

In the world of KitchenAid®, our products are the catalyst for unexpected connections - with others, yourself, your friends. Think of it this way: KitchenAid® is actually focused on making connections, the food is more of a delicious, almost accidental byproduct of that.

Make More Than Meals is the new Global Campaign for KitchenAid, reintroduces the heritage brand, long synonymous with the iconic stand mixer, to a new generation of consumers by bringing the world back to the power of a life lived hands on.

Can someone actually fall in love with a dishwasher? Based on hundreds of 5-star reviews written like love letters to the brand, the answer is definitely, “yes.

The lyrics for the original track created by Barking Owl were made entirely from a real 5-star review left by user GermanIris about the KitchenAid 360° Max Jets™ Third Rack Dishwasher. Together with Grammy Winner Sam Nelson Harris of the X Ambassadors, a love song was born. But “Love the Racks” isn’t just any love song, nor does it feel like your typical ad. It’s a complete earworm that will find you singing “racks on racks on racks” when you least expect it.   

We trasformed Coca-Cola's Iconic bottle into a Gift, so anyone can share the happiness in Chritsmas. 

The Gift bottle was implemented in Colombia, UK, France, Estonia, Latvia, Lithuania, China, Japan, Italy, Belgium among others. It was also implemented in Turkey for the 50 years anniversary of Coca-Cola. 

http://www.adweek.com/adfreak/coca-colas-ingenious-holiday-bottle-has-label-you-pull-festive-bow-168496

http://www.businessinsider.com/coca-cola-launches-bow-label-bottles-for-christmas-2015-12?utm_source=linkedin-ticker&utm_medium=referral

https://www.dailymotion.com/video/x1rp15i_coca-cola-sihirli-sise_tv

https://www.youtube.com/watch?v=qdW35SevHYg

https://www.youtube.com/watch?v=AmBXgWodOfU

How do you give value to metal boxes and make people care about appliances?

Well you tap into culture and bring the brand and product benefits to life. We Made a washer that plays OutKast, Helped guys fall in love using appliances, and make people find out if they actually look like their pet.

We even did what all brands do, post about Taylor Swift’s new album. What we were not expecting was that people would love it so much, that we actually had to make a limited editions product.

On 2017, KIWI, the number 1 shoe care brand of the world, launch their new campaign remembering people the importance of shoes in their life, showing that success comes from the bottom up. To launch it, we created a unique art exhibit, showcasing the world’s most famous portraits completing the lower halves of these iconic paintings by showing their shoes.

Each portrait was illustrated using the same technique used by the original artist, matching stroke style, color and lighting. Then, each painting was texturized and printed on canvas to create perfect matches with the original masterpieces, giving the viewer the appearance of a completed portrait, from head to toe.

To take our exhibit around the world we partnered up with Docent – an art education app used by people in museums around the world. By simply pointing a mobile device at the original, or any reproduction of these masterpieces, people could see the portraits completed by Kiwi, allowing them to know more about the brand and purchase Kiwi products that matched the shoes on the paintings, transforming famous art into Kiwi Ads.

We took the gallery to the streets using bus shelters near famous art museums to recreate the museum experience. Using their phones people where able to listen to same audio guide we had at the exhibit.

To reassert KitchenAid as a design leader ahead of our 2023 Color of the Year launch, we stopped looking to design trends to influence our products and started looking to our products to influence design trends. Together with world renowned fashion designer, Marta Del Rio and five New York based up-and-comers - we didn’t do another swag drop or big brand collab. Instead, we transformed a 100+ year old design icon into a 12-piece haute couture collection, where the product itself became the muse.

Even though men are helping more around the house, they're still not cleaning more. Mr Muscle, one of the world biggest cleaning brands and champions of cleaning equality, wanted to make sure everyone did their fair share. Working really close with different markets and different offices around the world (Argentina, Japan, China), we’ve found those cultural nuances that will help us balance the cleaning at home.

Getting a reservation on valentine’s day is close to impossible.

That’s why we encouraged everyone to make something other than a reservation with KitchenAid . We created a massive suite of contextual out-of-home recipe billboards with iconic chicago favorites.

KIWI tracked down the shoes  of the most iconic people in history And told how their stories started with a first step.

KIWI’s “First steps” celebrates shoe care by protecting the legacy of some of the most iconic people in history, people who took a first step to achieve great things and change the course of history. The idea focused on shoes of those iconic figures and was executed to entertain and drive engagement through different touch points; we created a print and poster campaign that described in detail the revolutionary impact of those figures. And we created a unique history podcast that literally put their shoes at the center and explained how difficult it was to take the steps they took.

https://www.campaignlive.com/article/story-behind-muhammad-alis-shoes-wins-ogilvy-industry-craft-grand-prix-cannes/1485584

http://adage.com/article/special-report-cannes-lions/grand-prix-winners-represent-finest-industry-craft/313962/

https://www.adweek.com/brand-marketing/kiwi-shoe-polish-tracked-down-the-shoes-of-famous-figures-and-told-their-stories-in-long-form-ads/

Film festivals often feel inaccessible to the general public. So to invite people from all walks of life to the Chicago Film Fest, we created a highly contextual campaign that used short screenplays to narrate the everyday happenings of the city. The stars? Ordinary people.

AWARDS

2022 CANNES BRONZE OUTDOOR

2022 ONE SHOW GOLD OUT OF HOME CRAFT/WRITING

2022 ONE SHOW BRONZE OUT OF HOME SERIES

2022 ONE SHOW BRONZE OUT OF HOME DYNAMIC

2022 CLIOS SILVER COPYWRITING PRINT & OUT OF HOME CRAFT

2022 CLIOS BRONZE POSTER OUT OF HOME

2022 D&AD WOOD PENCIL EXPERIENTIAL

CONTEXT

President Trump threatened to remove federal funding to cities that protect immigrants known as sanctuary cities. This put Chicago, one of the most immigrant friendly cities, in the national spotlight and we needed an answer.

SOLUTION

Unlike other sanctuary cities like Miami, we decided to take a stand for immigrant protection. Partnering with Mayor Rahm Emanuel, we created One Chicago. An initiative to rebrand our city as not just a sanctuary city but a welcoming city. Each of the stars on the Chicago flag represent a major milestone in our city’s history. This inspired us to create a new star to stand as our logo and celebrate being a city built by immigrants.

We gave immigrants from all over a platform to share their stories and featured them in TV, online and out of home across the city. We also designed customized stars for each neighborhood that citizens and business owners displayed to let others know they’re immigrant friendly.

30,000 immigrants found help and legal aid at OneChi.org.

 In Chicago, 1 in every 10 babies is born premature. These babies must spend the first days of their lives inside an incubator. A single night’s stay can cost up to $4000. Cook County Health and Hospital System’s mission is to deliver treatment with dignity and respect, regardless of a patient’s ability to pay. To help support Chicago’s tiniest community members Cook County Health created The Tiniest Listing – the first listing inside an incubator. The 3.4sqft one bedroom listing, was advertised on major online rental sites and in the classified sections of local newspapers. thetiniestlisting.com allowed anyone to book a night for a baby in the Neonatal Intensive Care Unit. Every dollar donated went directly to supporting a preemie babies stay in the NICU, helping to give even the tiniest patients a home. 

They are nameless

Faceless

Numberless

They never appear on the scoresheet.

Or raise a trophy.

No million dollars shoe deals

No fancy cars.

They never arrive late.

Never leave early.

Never get substituted when they’re tired.

 And even though you never see them, evidence of their work is everywhere.

Some people call them equipment manager, kit man or even “padrino”

We like to think they are the keepers of the game.

Kiwi. Wear Your Pride. 

Lysoform® is a home cleaning product that kills 99.9% of germs. But we’ve never asked the question: what happens to the remaining .1%? In our radio campaign, we imagine a world where 99.9% of germs have been wiped out, with only one germ left alive. We follow him through this post-apocalyptic landscape as he comes to grip with his new lonely reality and the disinfecting power of Lysoform®.

PROBLEM

Malaria claims the lives of 483.000 children per year. 90% of these deaths occur in Africa, where every two minutes a baby dies from the disease. 

IDEA

We transformed Huggies diapers into a malaria fighting tool, creating a whole new innovation in the category that repurposes the role of diapers in people’s lives. The diaper creates an invisible barrier against malaria carrying mosquitos with compounds that are harmless to babies. By doing this, we created a diaper that not only protects babies from leaks, but also helps to protect their lives. The diapers were given at no cost  as part of a pilot program to mothers in areas with high risk of malaria.