Electrolux UltraCaptic: The Power to Capture Imagination.

The world's first work of art with a vacuum cleaner, 'Power' was created to promote the launch of Electrolux UltraCaptic. Because it's such an expensive vacuum cleaner, we want our target to perceive it as something more than a vacuum cleaner. So instead of a regular product commercial, we created an unprecedented work of art collaborating with a famous Thai artist.

Electrolux UltraCaptic: The Power to Capture Imagination.

The world's first work of art with a vacuum cleaner, 'Power' was created to promote the launch of Electrolux UltraCaptic - one of the brand's most expensive consumer vacuum cleaner. Because it's such an expensive vacuum cleaner, we want our target to perceive it as something more than a vacuum cleaner. So instead of a regular product commercial, we created an unprecedented work of art collaborating with a famous Thai artist.

The film became 3rd most watch branded film in Thailand sparked conversation all over the world. With the shares and engagement we got, the video reached as high as 1,149,703 YouTube views. Blogs and social around the world have published the work on their sites. More importantly, the sales went up unexpectedly after the idea was launched.