Redefining category perceptions with a bold campaign on enduring reliability

VML challenges the notion of planned obsolescence with "The Beko Inheritance" campaign, humorously positioning Beko appliances as heirlooms. A quirky film unfolds like a classic inheritance drama, where a Beko refrigerator unexpectedly becomes the coveted family treasure. This humorous approach sparks conversations about Beko's durability and introduces the "Beko Inheritance Addendum," allowing owners to designate appliances in their wills. Beyond entertainment, the campaign underscores Beko's commitment to quality and resonates globally as a testament to enduring value.

The Beko Inheritance Main Case Study
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.

Bas Korsten

Global Chief Creative Officer, Innovation & Co-Chief Creative Officer, VML EMEA

Prêmios

The Drum Awards Festival

The Drum Awards Festival

2024


2 Gold & Bronze

2024 Cannes Lions

2024 Cannes Lions

Print & Publishing


Bronze