The Challenge
BGH faced a unique challenge: launching a microwave—one of the most common and predictable home appliances—while finding a way to make it feel relevant and exciting. The product itself wasn’t revolutionary, but its ECO Mode was: a feature capable of reducing energy consumption by up to 50%. Our task was to transform a functional detail into a powerful, emotionally engaging idea.
Our Goals
The campaign aimed to introduce the product with impact and sell out the 12,000 units available in Argentina. We needed to generate relevance for a category that rarely captures attention, while educating the audience on the real value behind ECO Mode.
The Creative Approach
We created a narrative built around contrast and transformation. The protagonist prepares a meal at home and, upon pressing ECO Mode, the environment around them shifts into a lush natural landscape—symbolizing energy preservation and environmental balance. Pressing the button again brings them back to reality, triggering curiosity and a sense of discovery. Through this visual metaphor, we demonstrated how a small action can activate a bigger change.
Team Behind the Lens
Our team focused on elevating a simple appliance through cinematic storytelling. This project demanded collaboration, experimentation, and an uncompromising creative standard. Each department—direction, cinematography, art, VFX, and editorial—worked together to shape an experience that felt magical yet grounded. The result reflects our commitment to crafting visual stories that transform even everyday products into moments of wonder.
Production Highlights
We designed two contrasting environments—a natural ecosystem and a real domestic space—linked through seamless scene transitions activated by ECO Mode. Specialty lenses, controlled lighting, and dynamic camera movements were used to create a visually striking transformation. Practical effects were combined with meticulous color work and editorial finesse to ensure the shift felt smooth, intentional, and emotionally resonant. The production pushed us to rethink how a traditional category could be visually elevated through creativity and technical precision.
The Impact
• 100% of the 12,000 units sold • 36.3% engagement rate, far exceeding industry averages • A category typically overlooked gained new attention and relevance Created in partnership with Brandformance, the launch became a standout example of how creativity and strategy can transform even the simplest product into a commercial success.