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Porcelan

basics
Market:Germany
Style: Minimalism
descriptioncnen
Strategy
With PORCELAN, Rosenthal’s rich heritage for tradition and innovation could come to life in a single product. This product innovation opens Rosenthal to a new, young target group that has traditionally shown more interest in technological innovations than in traditional porcelain.
Synopsis
Rosenthal, Germany’s leading manufacturer of handmade porcelain, has stood for tradition and innovation for over 130 years. With the aim of attracting both porcelain aficionados and a modern, tech-savvy generation, we developed an innovative product that combines traditional craftsmanship with technological progress.
Outcome
PORCELAN was sold exclusively in Rosenthal stores and in the Rosenthal Online Shop and it was an instant hit with the target group – the first series of 500 vases sold out within just a few weeks. During the campaign, the number of Rosenthal fans on Facebook rose by 21%. Due to the popularity of PORCELAN on blogs and forums Rosenthal receives requests from customers all over the world. And most importantly, thanks to PORCELAN, Rosenthal was not only able to bolster its position as an innovative leader among porcelain manufacturers, but also succeed in creating the most stylish way to connect to the Internet at home.
Execution
PORCELAN works like a conventional modem router with the technology concealed in a flower vase made of premium porcelain. Therefor we constructed PORCELAN in a multistage firing process. The body comprises two elements that are elegantly joined by a seamless magnetic lock. While the top part of the vase can be removed and is reserved for flowers, the bottom part conceals the technical equipment so it is completely out of view. No plastic, no flickering and flashing – nothing like a conventional router. The only clue to the technology within is the unusual shape of the vase, which is inspired by the well-known symbol for wifi.PORCELAN was made in a 31,1 cm tall table vase and a 55 cm tall floor vase.
Campaign Description
Even the most beautifully appointed homes usually has one unavoidable flaw: an ugly plastic router with flickering lights and a mess of cables collecting dust in a forgotten corner. To rid beautiful homes of these unsightly devices, we developed PORCELAN – a vase that turns a standard router into a classy design element.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Photography:
Editing:
Other credit:Production Manager: Martin Lühe
Agency Producer: Ricarda Brieden
Post Production: Alexander Hildenberg
Art Direction: Ferdinand Povel
Account Management: Laura Gorny
Art Buying: Kathrin Grün
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Design
Promotional Item Design
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