Title	MIELE LAUNDRY RECORDS
Brand	MIELE
Product/Service	MIELE WASHING MACHINES
Category	C05. Audio Led Creativity
Entrant	SERVICEPLAN RUSSIA Moscow, RUSSIA
Idea Creation	SERVICEPLAN RUSSIA Moscow, RUSSIA
Media Placement	MEDIAPLUS Moscow, RUSSIA
PR	LOUDER Moscow, RUSSIA
Production	ANTIDRAMA Moscow, RUSSIA
Additional Company	FANCY STATE Moscow, RUSSIA

Name	Company	Position
Alex Schill	SERVICEPLAN GROUP	Global Chief Creative Officer
Jason Romeyko	SERVICEPLAN GROUP	Worldwide Executive Creative Director
Olga Starichenko	Serviceplan Russia	Chief Executive Officer
Ruslan Gadeev	Serviceplan Russia	Account Director
Evgenia Arabkina	Serviceplan Russia	Executive Creative Director
Anastasia Boykova	Serviceplan Russia	Strategic Planning Director
Sergei Soin	Serviceplan Russia	Lead Account Manager
Andrey Artyushin	Serviceplan Russia	Senior Copywriter
Ksenia Golovina	Serviceplan Russia	Art Director
Anna Kuptsova	Serviceplan Russia	Junior Art Director
Anastasia Khizovets	Serviceplan Russia	Junior Art Director
Maxim Kazantsev	Serviceplan Russia	Senior Interactive Designer
David Khandamov	Serviceplan Russia	Junior Interactive Designer
Anastasia Gritskova	Louder	Chief Executive Officer
Maria Aleshina	Louder	Senior PR Manager
Daria Tarasova	Louder	PR Manager
Maria Bukina	MEDIAPLUS	Digital Manager
Pavel Tseytlin	Fancy State Music Agency	Executive Producer
Natalia Petrova	Fancy State Music Agency	Celebrity Management
Aleksandr Ivanov	Fancy State Music Agency	Producer
Maxim Golubchikov	Fancy State Music Agency	Producer
Oleg Fedorov	Fancy State Music Agency	Recording, Mixing, SFX
Aydar Sharipov	Antidrama studio	Director, Director of Photography
Igor Virabov	Antidrama studio	Director of the second unit
Aleksandra Smirnova	Antidrama studio	Set Designer
Daniil Demidov	Antidrama studio	Editing Director
Andrey Borovkov	Antidrama studio	Color
Ilya Petrukhin	Antidrama studio	CG Supervisor
Ivan Oganesov	Antidrama studio	Creative Producer
Ivan Oganesov	Antidrama studio	Creative Producer
Ivan Oganesov	Antidrama studio	Creative Producer
Maria Gasparyan	Antidrama studio	Executive Producer
Valerya Yudina	Antidrama studio	Producer
Genadiy Zhen	Antidrama studio	Production Manager
Dmitry Tyklin	Antidrama studio	Production Assistant

View Script

Write a short summary of what happens in the radio or audio work.

The attached track was one of those recorded in Laundry Records - a studio built inside a laundry. Yes, a real laundry full of working Miele washing machines. To prove how quiet they are, we invited popular musicians to record their tracks inside – live. Right next to washing machines that were working during every take. Videos of their recordings were spread online and their compositions were released both as singles and as an album branded by Miele, spreading awareness of Miele washing machines’ superiority in quietness.

Translation. Provide a full English translation of any audio.

no words in it

Please outline the innovative elements of the work

The composition was recorded in a real laundry, but you wouldn’t guess that from the sound of it. We used the existing Miele washing machines in a working laundry and rebuilt its interior to turn it into Laundry Records - a recording studio. We invited a legend of Russian pop-music to record his new track inside and posted a music video of him performing with the washing machines right next to him. And you couldn’t hear the washing machines at all! Those who still doubted the machines’ quietness were invited to come and record their own songs – and a lot of popular musicians accepted the offer. We released all the recorded songs as music videos and a full album branded by Miele. People took part in the follow-up contest by playing music in front of their own washing machines - showing how loud washing usually is.