The Junkers Coldproof Mornings Campaign Promotes Water Heaters
Meghan Young — April 5, 2013 — Marketing
References: 180grados.cl & ibelieveinadv
Cold showers in the morning may have been recommended as a way to wake up and maintain the health of hair and skin, but as most people can attest to, they are an incredibly unpleasant way to wake up; the Junkers Coldproof Mornings campaign targets those who want warmer shower experiences. It promotes the use of water heaters by showing how showering with one will be like wearing a cozy knitted sweater.
The Junkers Coldproof Mornings campaign was conceived and executed by 180 grados, an ad agency based in Santiago, Chile. It was art directed by Celim Cáceres, Francisco Ortiz and Luis Ramos with creative direction by Gonzalo León and Joacim Montaner. The images were photographed by Rodrigo Vega and illustrated by Gonzalo Arévalo.
The Junkers Coldproof Mornings campaign was conceived and executed by 180 grados, an ad agency based in Santiago, Chile. It was art directed by Celim Cáceres, Francisco Ortiz and Luis Ramos with creative direction by Gonzalo León and Joacim Montaner. The images were photographed by Rodrigo Vega and illustrated by Gonzalo Arévalo.
Trend Themes
1. Water Heater Advertising - The Junkers Coldproof Mornings campaign promotes the use of water heaters with cozy knitted sweater imagery, opening up opportunities for other water heater brands to use creative visuals in their ads.
2. Comfort-based Advertising - Highlighting the comfort factor of a product, as seen in the Junkers Coldproof Mornings campaign, can be applied to other industries to attract customers seeking warmth, relaxation or cozy experiences.
3. Disruptive Imagery Advertising - The Junkers Coldproof Mornings campaign chose to illustrate their advertising instead of using photography, showing an opportunity for brands to use creative illustrations in a disruptive and memorable way.
Industry Implications
1. Water Heater Industry - The Junkers Coldproof Mornings campaign promotes water heaters, and presents an opportunity for innovation in heating technology and design to make shower experiences more comfortable.
2. Home Appliances Industry - As customers become increasingly interested in the comfort and value of home appliances, there is an opportunity for brands to expand into related product lines, such as smart thermostats, insulated blankets, or temperature-controlled bedding.
3. Fashion Industry - The cozy knitted sweater imagery in the Junkers Coldproof Mornings campaign is an opportunity for the fashion industry to feature products that match the comfort and warmth, including knitwear, fleece-lined clothing, and wool accessories.
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