Vitamix

OVERVIEW

Men have been kept out of the kitchen for far too long – pushed into the cold, huddled around the only appliance deemed manly enough to be seen with: the grill. But not anymore! With a motor housing two horses capable of galloping 250 mph, and blades ready to cut a rug at over 37,000rpm per minute, the Vitamix is ready to be the go-to tool in every man’s kitchen cabinet.

CREATIVE STRATEGY

When tackling this campaign, we really wanted to focus on speaking to the instinctual competitive nature of men. We wanted to focus not only on how men should feel excited to use an appliance as powerful as the Vitamix, but also how they could “win” any mealtime situation using this tool.

DESIGN STRATEGY

Creating the spreads for this campaign posed a unique challenge as the copy was just as important to highlight as the actual images of the men. The type treatment I employed is meant to highlight the competitive, sports-like tone of the headline. The images for the campaign were composed to take the average man and show what winning mealtime would look like for him and his family. These scenes are meant to feel familiar so the target audience could easily imagine their own family using the Vitamix.

MOCKUPS

 

Credits:
Stefanie Powers, Copywriter
Rob Martin, Photographer

Special thanks to Maurice Patry, Brian Delaney, and Brad Williamson