The Magic of Induction
Frigidaire is launching induction ranges priced under one thousand dollars, making them the first ones catered towards the general public. The majority of people have little knowledge or interest in these products. How do we change that?
Most people simply can't believe the features of induction when you first tell them. They either don't know the features, or have never seen the ranges in action.
Through a series of crazy experiments unique to the product, show the general public, the magic of induction.
We shot a total of three experiments that each showed a unique feature of Induction.
The ranges use magnetic induction to generate heat directly onto the pot, so the surface never gets too hot. This means anything else won't get burned, including expensive pieces of art.
This also meant that any food that got onto the surface won't be cooking, making cleaning much easier. This is especially useful if you miscalculated how much yolk an Emu egg has.
Magnetic induction is also extremely efficient, with little wasted heat. Water boils 50 percent faster than electric. This means pasta is much happier in a pot in an induction range.
We also got people's reactions to seeing the induction ranges in person.
People were driven to our landing page, which went over all the features of induction, in detail.
Agency – VML
Art Directors - Jocelyn Morera & Me
Copywriter - Amy Willsey Van Patten
Creative Directors - Hache Hernandez & Rodrigo Rothschild
Group Creative Director - Stephen Martin
Executive Creative Director - Derek Clark