It’s washing re-imagined with artful expression by Saatchi & Saatchi Thailand and Electrolux

Electrolux has released the next expression from their artful appliances idea with a new online film from Saatchi & Saatchi Thailand that demonstrates the artistic capability of its washing machines.

Collaborating with upcoming Thai experimental artist Pitchanan Sornyen, and production company Wakeup Rabbit, ‘Washing: Re-Imagined’ uses the magic of art and the power of imagination to highlight appliance product features in a way not done before. Washing functions like Time Manager, Vapour Action and Refresh Cycle are used to create a piece of unique art that will be showcased by Electrolux at a later date.

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“Most advertisements for washing machines treat appliances like commodities”, said Nuntawat Chaipornkaew, Executive Creative Director of Saatchi & Saatchi. “With Electrolux, we wanted to showcase the product with creativity and mystery to show that there is a lot more to the appliance than people expect.”

‘Washing: Re-Imagined’ follows the success of Saatchi & Saatchi Thailand’s previous film for Electrolux that captured the first piece of art in the world created with a vacuum cleaner. ‘The Power to Capture Imagination’ film has received more than 1 million views on YouTube.

Credits – ECD: Nuntawat Chaipornkaew. CGH: Papop Chaowanapreecha, Krissada Jun-Orn, Pornpen Rattanasaksopana, Taejay Lee. Art Directors: Shayne Chomchinda, Kajohnchai Rodklongtan, Prapat Patomchaiwiwat, Weerayut Angkharach, Poowadon Potichat. Copywriters: Tanongsak Tanoparat, Chavanon Tantisiriseranee, Nattinee Hemwanno,. Agency Producer: Aitthipat Boonkumol, Pattira Kietivanichanon, Chanida Noikampan. Account Service: Krittinee Kampitak, Nuttaphan Godden. Production Company: Wakeup Rabbit. Producer: Athip Vichuchaianan. Co-Producer: Nuttheera Payakken. Director: Pagorn Jungrungruang. Assistant Director: Thitipong Pimolwetkul. DOP: Panit Jirawattananunt. Cinematographers: Vijaktre Thirapat, Chalongwut Chorruangsak. Artist: Pitchanan Sornyen.