Agency: Publicis Frankfurt, Frankfurt
Chief Creative Officer: Florian Kröber
Creative Director: Stefan Leick
Art Director: Christian Kuzman
Photographer: Achim Lippoth
Art Buying: Katja Bonnert
Account Executive: Johannes Rapp, Nicole Bangert

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Rowenta vacuums are powerful and durable.
2. Affective: Sweeping can be efficient, fun and manly.
3. Conative: After conventionally testing the vacuums strength on everyday chores the user will be tempted to see just what the sweeper can do in other, more tasking situations.

Positioning
Built for a mans mentality, Rowenta vacuums are curiously strong. With extraordinary force these vacuums can be used in unconventional ways to capture, otherwise difficult items to capture.

Consumer Promise
Rowneta vacuums are strong enough to capture whatever you’re after.

ADDITIONAL EXECUTION

1. Visual: Two guys on a beach standing back to back facing away from each other. One has his metal detector to the ground and the other is holding the Rowenta vacuum at the same angle. The guy holding the Rowenta is smiling and has a treasure chest stuck to his sweeper. A large divot in the sand is below his sweepers head and sand is flying.
2. Copy: 2100 Watt Vacuum Cleaner. Rowenta.