Smeg chooses O-One for the launch of Union Jack, the new British style toaster

The Italian leader in the household appliances sector has chosen O-One for the digital communication of the new 1950s-style toaster inspired by the design of the British flag.


Smeg, the Italian company known worldwide as the flagship of Made in Italy for the combination of technology and design of its products, launches on the international market the new two-slice toaster Union Jack of the 1950s Line and chooses O-One to take care of digital product communication. The strategic consultancy of O-One has declined the creation of the communication concept in an original storytelling, made up of 3 photo shoots in 3 different locations, to highlight the versatility of the product and to communicate the launch in an univocal and impactful way.

Among the chosen locations, a space dedicated to music couldn’t be missing: the historic recording studio Esagono, which emanates its strong cosmopolitan spirit, thanks to decades of collaboration with Italian and international artists. Here, the Smeg Union Jack toaster has found its own ideal dimension, between musical instruments, consoles, microphones, in a deliberately provocative context that however perfectly interprets the spirit of the product and the "pop" soul.

The second setting is the Apollo, a club symbol of Milan, that recalls a vintage atmosphere, between past and present, where the elegance of the salons meets the playfulness of a play room with ping pong, pinball, videogames and a billiard table.

The third and final location of the virtual journey is the Studio Tenca & Associati, founded in Milan in 1945, which boasts a long experience of architectural projects in Italy and abroad, including the first and only Catholic church - still existing today - in Kuwait.

In each of these spaces the elements common to Smeg's DNA, made of a constant dialogue between past, present and future, have been identified: vintage furnishings and contemporary elements create the perfect context to welcome the product in its new "british" look. All the materials produced will be used by Smeg in the various countries involved in the launch to develop a storytelling on digital channels: from websites to the social profiles of the brand.