The campaign
Evox — beauty made to last
A campaign presenting Evox technology as the natural upgrade to Stainless Steel, organized around the consumer journey—from discovery to purchase.
Client
Brastemp · Evox
Role
STRATEGY · VIEW CASE →
When a new technology replaces an established standard, the creative job is to translate engineering into desire—and give the audience a new yardstick for comparison.
Challenge
Stainless Steel had been synonymous with premium appliances for decades. Launching Evox required more than demonstrating technology: it was necessary to reorganize the comparison metrics in the consumer's head without discrediting those who already had Stainless Steel at home.
Approach
- 01
Map of the premium appliance consumer journey and the friction points at each stage.
- 02
A concept that avoids direct confrontation with Stainless Steel and proposes a new metric: durability + aesthetics.
- 03
Package of films and assets designed for each stage of the journey, with consistent anchor messages.
- 04
Creative direction on set to preserve a 'real kitchen, real life' tone.
Videos
Evox — Beauty Made To Last (videocase)
1:10
Deliverables
- Evox technology launch platform
- Film scripts for each journey stage
- Anchor messages for POS and e-commerce
- Creative production direction
Context
The campaign was structured around the consumer journey—discovery, consideration, decision—with specific assets for each stage.
The 'beauty made to last' concept puts durability and aesthetics on the same level, shifting the conversation from 'which material is better' to 'what kitchen do you want to have ten years from now?'
Outcome
The campaign established Evox as a legitimate alternative to Stainless Steel in communication and POS, paving the way for the technology to become a key selling point in retail channels.
Credits
- Client
- Brastemp
- Agency
- Content House
- Strategy
- Bruno Rothstein
- Media
- Jaime Lopez
- Creative
- Clarissa Sá
