Many households in Dubai still use cookbooks to prepare dishes. We used them to visualize endless possibilities in the kitchen. Using Kenwood’s classic minimalist template, we found a visual concept that says the idea in a simple elegant way. Each vegetable was photographed, angled the correct way, to work in harmony with the set of books, which were photographed separately.

The visuals made Kenwood stand out from clutter. As POSM, the visuals made the competitors' communication (which featured nothing more than glossy product shots) look cold and impersonal compared to Kenwood's smart, witty approach. In press and outdoor ads, these visuals refreshed Kenwood's personality, and appealed to a new generation of female AND male kitchen enthusiasts, who are young, modern and infinitely curious about food.