May 6, 2015

Lovisa Sunnerholm, producer of "The Next Black" documentary (Electrolux) at Filmteractive 2015

Case study from Electrolux on how launching a documentary about the future of fashion took their washing machines to fashion weeks around the world

Creating excitement around something as unengaging as washing machines is a challenge. Especially since they are only bought every 7th year on average and typically when your old one breaks down. The Next Black is an example of how a company can manage to put their products in a completely new context and tap into some of the most trendy topics out there. When home appliance manufacturer AEG (part of Electrolux) was about to launch a new sustainable range of washing machines, they shifted focus from the washing machines and launched a documentary abound the future of the clothing industry. The film has been screened around the world and renowned as "last years best fashion film".

Lovisa Sunnerholm, PR manager at Electrolux and executive producer of the film will talk about the almost impossible project to launch a documentary in 5 months and the strategy behind the project that made a whole world seing "green washing" as something positive.