Vileda launches film aimed at Gen Z "Dancer"

Vileda launches film for its new range in international campaign conceived Herezie

Featuring American dancer and influencer Erik Cavanaugh of America’s Got Talent, Herezie’s new film for housewares brand Vileda is aimed at generating momentum among Gen Z.

With spectacular choreography, the film brings the brand’s signature, “It feels great to feel at home”, to life with scenes of Erik cleaning his house throughout the day.

“Dancer”, directed by Pavel Gumennikov (Production: Grandma), promotes Vileda’s new range of products (Turbo, 12 Spray Max, Stream XXL, Ultra Max) and will run online and in more than 15 European countries and Canada starting September 1.

“Dancer”, directed by Pavel Gumennikov (Production: Grandma), promotes Vileda’s new range

of products (Turbo, 12 Spray Max, Stream XXL, Ultra Max) and will run online and in more than

15 European countries and Canada starting September 1.

Vileda’s signature “It feels great to feel at home” is not just about a moment, a room or a specific person, it’s about a positive feeling that literally surrounds you. It has so many shapes, colors, emotions, places. That’s why for the new film for the housewares brand Vileda we aimed to celebrate that feeling in a unique and, somehow, universal way.

We all know that feeling at home in a clean home it’s so much easier and rewarding, that’s why we decided to bring to life the different Vileda cleaning moments through catchy music and invigorating dance. The American dancer and influencer Erik Cavanaugh of America’s Got Talent was the perfect choice for us. His irresistible dancing skills, his overwhelming positivity, his inspiring self confidence are the ingredients that make this film special. We worked very closely with him in deciding what the perfect moves would be, how to showcase the product’s performances in the best way, where to let his energy express itself, the surfaces, the lights, the colours, the set design, the sylism...basically...everything. It took one day of rehearsals and two days and one night of a truly exciting shooting to create this “dance gallery”. The products are there as Erik’s dance partners and together they express, in a never seen before way, what feeling great at home means.

Credits

Agency: Herezie

Group President: Andrea Stillacci

Executive Creative Directors: Paul Marty Etienne Renaux

TV Prod Manager: Tanya Kozlova

Artistic Director: Rodolphe Pinta

Copywriter: Rodolphe Pinta

Account Manager: Marine Chenu

TV Production: Tanya Kozlova

Production: Grandma

Director: Pavel Gumennikov

DOP: Vilius Maciulskis