IFA is the world's largest consumer electronics and home appliances trade show. Since 1924, IFA Berlin has been bringing together industry pioneers and showcasing their innovative products. As an industry leader, Miele has been a part of IFA too presenting new appliances that can make the lives of people better. Since 2022, we challenged ourselves with talking to Miele's audience about not only functional benefits and innovations. Our task was to explain how Miele product features can help our customers to live more sustainable lives. For years Miele has been working on creating sustainable product solutions and investing in sustainable practices at the core of operations, but never communicated that to the brand audience. The challenge was to not only show how Miele thinks and acts sustainably as a company and a brand but also to empower our audience on their journey to sustainable living.

Together with Miele we developed a communication strategy encompassing sustainability on a brand and product levels to highlight Miele's ambition to make sustainability happen at every step. We also made sure that we are true to what we stand for, so the IFA stand had to be built and run as sustainable as possible - with reusable modular structures, extensive avoidance of waste, and climate-friendly logistics.

We started with showing Miele's collaborations and innovations in sustainability in ‘Sustainability Alley’ in 2022 and continued with opening the doors to Miele's ‘Open House’ in 2023, making it possible for customers to see the ecosystem of our product features enabling sustainable living supported by Miele's ambitions and goals.​

AGENCIES:

Select World (2022)

Wieden+Kennedy Amsterdam, Vok Dams (2023)