THE DR. OETKER BAKING APP

TitleTHE DR. OETKER BAKING APP
BrandDR. AUGUST OETKER NAHRUNGSMITTEL KG
Product/ServiceTHE DR. OETKER BAKING APP
Category E03. Innovative Use of Technology
Entrant BBDO DÜSSELDORF, GERMANY
Idea Creation BBDO DÜSSELDORF, GERMANY
Media Placement OMD GERMANY Düsseldorf, GERMANY
Production CRAFTWORK Düsseldorf, GERMANY
Additional Company PROXIMITY GERMANY Düsseldorf, GERMANY
Credits
Name Company Position
Wolfgang Schneider BBDO Group Germany GmbH Chief Creative Officer
Darren Richardson, Ton Hollander BBDO Düsseldorf GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Duesseldorf GmbH Creative Managing Director
Andy Wyeth BBDO Düsseldorf GmbH Creative Director
Veikko Hille BBDO Düsseldorf GmbH Creative Director
Jan Peisert BBDO Düsseldorf GmbH Senior Digital Art Director
Luis Branco BBDO Düsseldorf GmbH Digital Art Director
Ann-Catrin Blömer, Rosario Brancato, Julia Kinast BBDO Düsseldorf GmbH Art Director / Digital
Eva Lia BBDO Düsseldorf GmbH Art Director
Katharina Röhl BBDO Düsseldorf GmbH Copywriter
Holger Bengel, Patrick Holtkamp, Daniel Biallowons, Meike Braun BBDO Düsseldorf GmbH Account Team
Diana Augustin, Deborah Schaper BBDO Düsseldorf GmbH Planning
Christian Stenger BBDO Düsseldorf GmbH Technical Director
Michael Helmke, Tim Sträter Proximity Technology GmbH Business Partner / Technical Partner
Christoph Hirtz, Andreas Otten, Tobias Baltrusch Proximity Technology GmbH Software Development Team
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Michael Koch, Niklas Lemburg, Lukas Schmücker CraftWork - a brand of ad agencyservices GmbH Producer
Juhn Kim, Niklas Lemburg CraftWork - a brand of ad agencyservices GmbH Editor
- CraftWork - a brand of ad agencyservices GmbH Post Production Company
Franz Schuier BBDO Düsseldorf GmbH Agency Producer

The Campaign

These days, traditional recipe books are being replaced by mobile devices in the kitchen. But with many more mobile devices helping us to bake, the problem is their screens don’t go particularly well with working hands covered in flour, egg, butter and chocolate etc. So, we created the first baking app with touchless gesture control, to keep hands free for baking and screens free from mess.

Creative Execution

The app was launched on the apple app store and Google play store for Christmas, which is one of the most popular times for baking in Germany Each recipe is brought to life by a series of short (2-4 sec) looping film sequences that provided a visual representation for each recipe step. The design of the app was characterized by warm chocolaty colors to fit with the Christmas themed recipes. The use of a textured baking paper background also helps immerse the user into the world of backing. Once in the app, the user only has to push the BAKEMODE button within a recipe to begin the magic. Thanks to technology that detects the hand movement of the user through the device’s camera, bakers are able to navigate a recipe like never before and helped us reinfuse the traditional brand of Dr. Oetker with innovation once again.