Whirlpool's JennAir is revealing a brand overhaul developed with Team Darkhorse, a Publicis Power of One team made up of talent from Digitas and MSLGroup.
The "Bound by Nothing" campaign includes a new logo, a new suite of products, as well as a 90-second anthem video.
The creative is designed to mimic fashion or luxury advertising more than traditional appliance messaging with quick-editing images of contrasting moments as well as strikingly attractive people to position this kitchen brand as rebellious and modern.
“People are locked into accepted norms in the luxury appliance space," says Atit Shah, executive vice president, head of brand experiences, executive creative director, Team Darkhorse. "'Bound by Nothing' is about deprogramming those preferences. With JennAir, we are challenging conventions of the category, design, and our inherited perceptions of luxury."
The campaign includes national print, digital and out-of-home advertising, a new brand website, influencer activations, social and earned media efforts. These executions will be aided by showroom transformations at national retailers.
Publicis developed Team Darkhorse specifically to oversee the JennAir account with the name coming from viewing the brand as a "dark horse” in the luxury appliance category. The agency pulls team members across the Digitas network (Chicago, New York and Detroit) and MSL (Chicago and New York) consisting of account, project management, creative, experience design, brand design, media, analytics, social media, PR, and print and video production. The team is now working on forthcoming campaign components.