Digitas helps KitchenAid celebrate ‘makers’ and ‘marks’

Cake-frosting is a mark of a maker

Cake-frosting is a mark of a maker

One of the US’ most
relevant brands
approaches its
centennial year by
reintroducing itself
through the lens
of the maker

Benton Harbor, MI — 18 October Beginning today, KitchenAid celebrates the makers and the marks that define them in a new campaign showing how the brand’s products help bring form to the maker’s vision, no matter where it takes them.

"The Marks"
“The Marks”

According to a press release, “makers” are the “passionate cooks and creators, brewers and bakers who use their tools and creativity to continually push what is possible.”

The marks that define them include deconstructing dishes to figure out how to recreate them at home, displaying collections of cookbooks in the house, and keeping farmer’s markets noted on calendars.

At the center of The Marks campaign is a 60-second anthem video created by Digitas Chicago. While elevating the joy of meal preparation, it presents the art of baking bread, making soup stocks, frosting cakes, and flipping pancakes with thrilling beauty.



The Marks campaign recognizes all of the marks, from the big to the small, and highlights key traits of makers: physical marks can’t be hidden; behavioral marks highlight how makers operate a little differently; emotional marks show off how cooking can be tied to mood; and kitchen marks are all about how makers own their domain.

“KitchenAid has long developed tools for the kitchens of those who savor the process just as much as the final dish,” says Christina Hoskins, Senior Brand Manager for KitchenAid. “It’s this passionate group of people who inspire the design of KitchenAid appliances, big and small.”

The global campaign also comprises unique short films with customized brand messages tailored to individual consumers and crafted specific to different platforms. The videos are sequenced to create personalized, engaging ad experiences spotlighting various marks that will appeal to specific types of makers.

Through Marks, KitchenAid invites makers in kitchens around the world to share their unique marks on social media using #MarksOfMaking. Whether they bake, brew, blend or anything in between, KitchenAid helps unleash the full potential of makers.

Other components of the fully-integrated Marks campaign include print, OLV, high-impact OLA, social, partnerships and paid search.

About KitchenAid
Since the introduction of its legendary stand mixer in 1919 and first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete line of products designed for those with a passion to make. Today, the KitchenAid® brand offers virtually every essential for the well-equipped kitchen with a collection that includes everything from countertop appliances to cookware, ranges to refrigerators, and whisks to wine cellars. To learn more, visit KitchenAid.com or join us at Facebook.com/KitchenAid and Twitter.com/KitchenAidUSA.

Client: KitchenAid
   Brett Dibkey: Vice President Brand Marketing
   Rob Sundy: Senior Director Marketing – Brand Marketing
   Christy Hoskins: Sr. Brand Manager, Major Appliances
   Anthony Pastrick: Brand Manager, Major Appliances
   Kait Capone: Sr. Associate Manager, Major Appliances
   James Oh: Brand Manager, Major Appliances
   Jon Bellante: Global Marketing Manager

Agency: Digitas
   Morgan Carroll: Managing Dir, Chicago
   Mike Frease: Executive Creative Director
   Laura Keeler: SVP Creative
   Armando Zuniga: VP Creative Director
   Steve Horn: Sr. Copywriter
   Christina Swan: Sr. Copywriter
   Kristina Spaid: Sr. Art Director
   Rob Tripas: Executive Producer
   Jess Henrichs: EVP Group Account Director
   Katie Meyer: Account Director
   Lisa Bamber: VP Group Account Director
   Kristine Kobe: VP Group Account Director
   Janice O’Flaherty: VP/Dir, Business Affairs
   Stephanie Kelly: VP/Grp Dir, Creative Strategy
   Jennifer Burkey: Director, Creative Strategy
   Jenny Hall: SVP, Creative Strategy
   Jonathan Lopes, VP/Grp Dir, Data & Analysis
   Laura Jastram, VP, Social Strategy
   Max Jones, Media Planner
   Natalie Baboulas, Media Director
   Ryan Shaw, VP Media

Color: Company 3
   Tyler Roth, Senior Colorist

Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.