Miralis offers kitchens designed to last a lifetime. From its high-quality materials sourced from traceable and certified origins to its timeless and durable designs, the Quebec-based company places sustainability at its core. Looking to fill its order book for the winter season, Miralis asked Republik to develop a bilingual campaign to promote its kitchens in Quebec and Ontario.
Made with life in mind presents three stories to promote resistant, timeless, and customizable kitchens that are tested in real-life scenarios. While the kitchen industry typically draws from a pristine, almost sterile aesthetic, Republik aimed to better represent the colorful and imperfect realities of authentic kitchens through a variety of styling, people, and scenes. With adaptable copywriting and a vibrant art direction, the three stories invite us to choose a kitchen made with life in mind, no matter what ours looks like.
“IT'S A COLORFUL CAMPAIGN THAT IS VIBRANT, EYE-CATCHING, AND LEAVES NO ONE INDIFFERENT. IT'S DELIVERING GREAT RESULTS, AND WE ARE VERY HAPPY WITH IT. IT'S A VERY POSITIVE OUTCOME.”
-Julie Blanchette, Brand director
In addition to setting itself apart from other kitchen campaigns, Made with life in mind also stands out from Miralis' usual ads. By depicting three extravagant scenarios, the campaign aimed to reach a variety of people at different stages of life with a common language: joie de vivre. Even in a post-pandemic context, the creative team wanted to celebrate the return to lively kitchens by focusing on a dynamic concept that appeals to families, food enthusiasts, and retirees alike. The goal was to encourage consumers to invest in a local, sustainable kitchen adapted to their needs.
-Photography: Virginie Gosselin
-Set design: Marie-Hélène Chagnon and Charles Beauchemin (Séjour Studio)
-Styling: Farah Benosman