Nikolai Diepenbrock/Christopher Ruckwied/Christian Hartmann
DDB Berlin
Copywriter
José Fernando Rehwinkel/Hans Hinrich Brandt
DDB Berlin
Account Manager
Felix Disson
DDB Berlin
Strategic Planner
Patrick They
Illustrator
Manuel Wecker
DDB Berlin
Producer
Kamila Smechowski
DDB Group
Art Buying
Jacopo Biorcio
DDB Berlin
Graphic Designer
Florian Hucker/Christian Hartmann
DDB Berlin
Idea
Pirates N Paradise/First Eight
Post Production
Katrin Dettmann
Katrin Dettmann
Production
Nikita Kiril Kronlund
DDB Berlin
Editor
Carsten Spielmann
Technical Director
Druckwerkstätten Osloer Straße
Print
Brief Explanation
The challenge was to make the extraordinary duration of this warranty more than just a sales
tool but a long-lasting experience. To do so, we created the 'LAVAMAT 55 Months Calendar'
that accompanied customers not just for a year, but for the entire 4 ½ year warranty.
The Brief
55 years ago, AEG introduced the LAVAMAT: the first fully automatic washing machine.
Celebrating their new LAVAMAT, AEG wanted to address dealers and customers to highlight the
extended 55-month celebration warranty for all new LAVAMAT washing machines.
How the final design was conceived
Beautifully detailed, each month pairs a bold illustration with a quirkily informative story about
laundry and washing ranging from 'The Island of Knitting Men' in the middle of lake Titicaca to
tips on cleaning dirty laundry in space. In the end, the calendar proves that their 55-month
warranty is not only very long but also very beautiful.
Indication of how successful the outcome was in the market
As an extraordinary promotion tool, our calendar helped retailers selling the LAVAMAT in the
stores. And as an after sales tool, it entertains thousands of LAVAMAT owners every month for
4 ½ years. The numbers proved that hard selling and brand developing can go hand in hand:
within the first month after the launch of the 55 years edition, the estimated number of models
were sold out and an additional 30% percent had to be produced.