Appliances so durable, they might just outlive their owners. This is the message behind 'The Beko Inheritance,' a new campaign by Beko, one of the top three large home appliance brands in Europe, setting out to redefine industry standards in the category.
Launching across markets in Europe and the Middle East, this innovative campaign is sure to grab viewers’ attention with its unique blend of creativity, humour, and an underlying serious message.
At its heart is a captivating branded film produced by VML Germany & UK in collaboration with acclaimed OB42 director Jack Howard. Renowned for his work on numerous short films and television series, Howard brings a fresh perspective to storytelling, infusing the campaign with a perfect balance of seriousness and comedic flair.
The film transports viewers into a classic murder mystery scenario, featuring brilliant performances by an ensemble cast including Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruckshank (The Crown).
As tensions rise during a family dispute over a presumed family heirloom, the unexpected reveal at the will reading leaves audiences both surprised and amused.
In a final ingenious twist, the coveted family heirloom is unveiled to be none other than a Beko fridge, symbolizing the enduring quality and longevity of Beko appliances.
From the carefully selected location to thoughtfully designed sets, expert cinematography, seamless editing and immersive sound design, every detail of the production is designed to immerse viewers into the heart of the genre.
"In our journey to elevate the everyday, we recognize the value of our customers’ time. Our campaign goes beyond traditional advertising; it’s a compelling narrative that resonates and brings joy, drawing viewers into a world where creativity flourishes and enduring quality is revered. We are looking to disrupt the category and generate conversation around our durability promise," says Akin Garzanli, Chief Marketing Officer at Beko
The campaign does not stop with the film, but it is activated by The Beko Inheritance Addendum, a physical document allowing its holder to officially pass on their Beko appliance to their loved ones. Influencer content around the Addendum and on-site events in retail spaces across each market further amplify the campaign’s reach and impact.
"It's inspiring to see a brand get behind their products like Beko does. And to combine that with the bravery of bold storytelling and story doing. You feel the quality in every detail of this exciting collaboration between client, agency, and production partners!" says Bas Korsten, Global Chief Creative Officer Innovation at VML.
The Beko Inheritance film released via YouTube has already garnered over 17,5 Million viewers in only two weeks.
CREDITS
Beko
Müge Gök Çakırtaş - Executive Director-Global Brand Mng.
Deniz Hamaloğlu - Director-Digital Marketing
Serena Siliki - Sr. Lead Digial Acquisition & Media
Batıhan Tuna Tosun - Lead-Digital Channel Management
Mehmet Alper Taylan - Lead-Marketing Technologies
Nilay Eralp - Director-Beko Brand Mng.&BPM
Nihal Arınık İmamoğlu - Head-Beko Brand Management
Doğu Taş - Specialist-Beko Brand Management
Görkem Gör - Director-Global Content Studio
Tayfun Uğuzluoğlu - Head - Content Plato
Irmak Öztürk - Lead - Content Plato
Murat Balçık - Senior Lead-Content Creation
VML
Bas Korsten, Chief Creative Officer VML EMEA, Global Chief Creative Officer Innovation
Simona Suman, Chief Creative Officer, VML Germany
Tom Drew, Executive Creative Director, VML UK
Bruno Damião, Creative Director, VML Germany
Phil Siegle, Creative Director VML UK
Tiffany Chung, Creative Director, VML Germany
Winston Says, Senior Copywriter, VML Germany
Breno Chiavelli, Senior Art Director, VML Germany
Matthias Dahm, Senior Motion Designer, VML Germany
Sakuya Miesczalok, Art Director, VML Germany
Laura Hallensleben, Copywriter, VML Germany
Bella Danon, Executive Producer VML UK
Chris Pencakowski, Senior Producer VML UK
Isabel Chapman, Assistant Producer VML UK
Esther Reid, Case Study Junior Producer VML UK
Stephen McIntyre, Senior Broadcast Affairs Manager VML UK
James Irvine, Client Partner, VML UK
Alex Moore, Business Director VML UK
Rachel Anthony, Account Manager VML UK
Nadine Hadidi, Group Account Director, VML Germany
Ailish Dempsey Influencer Manager, VML UK
Danny Baylis, Delivery Director, VML UK
Julian Poole, Programme Director, VML UK
Abbie Keen, Project Manager VML UK
Ceren Oezen, Senior Project Manager VML Germany
Gabrielle Bennett, Junior UX Designer, VML UK
Jonothan Hunt, Senior Creative Technologist, VML UK
DEPO Film
Jack Howard, Director & Editor (OB42 London)
Ender Sevim & Merve Yalcinkaya, Executive Producers
Birol Akbaba, Producer
Ciaran O'Brien, Director Of Photography
Benjamin Squires, Composer
Tural Polat, Art Director
Hakan Öztürk, Costume Design
Dan Pugsley, Sound Design
Megan Lee, Color Grading (Electric Theatre Collective)
Ekim Karakoc & Yagmur Yildiz, Assistant Producers
Ezgi Erim, Post Production Coordinator
