Kobold: turning an everyday product into a brand character with a short film

How do you give a cordless wet-and-dry vacuum a brand presence? For Vorwerk France and its Kobold brand, Tastee, tigrz’s creative studio, chose a long narrative format rather than a conventional demonstration: “10 min d’une vie”, a short film starring the Kobold VK7.

The context: social support looking for new formats

Kobold VK7 is a cordless wet-and-dry vacuum from Vorwerk. Tastee had been supporting Vorwerk France and its Kobold brand on social media for a few months when the project began. From the start of the collaboration, the team wanted to explore new narrative formats rather than stick to the conventional advertising demonstration.

The creative choice: a short film rather than a demonstration

The creative choice: a short film of about ten minutes, “10 min d’une vie”. The film tells a slice of family life with humour, from the point of view of the Kobold VK7. The VK7 plays the lead role and also serves as the point of view for some shots.

Why this choice? An everyday product is understood through what it changes in everyday life. Storytelling makes it possible to express its features through what they enable, rather than through a list of technical arguments: the product becomes both a character and a vehicle for the story.

A film integrated into the social support

The film is not a stand-alone object: it is part of the social support for Kobold, where it provides a narrative highlight for the brand’s content production and social media content. It was published on the Kobold France YouTube channel.

The premiere: extending the film experience

Vorwerk France presented the film at a premiere at the Élysées Lincoln cinema in Paris. Seeing the film in a theatre extends the experience: the Kobold VK7 is discovered on the scale of a big screen, in a setting that showcases the story.

Direction: Alexandre Mameli · Production: PEP’S · Premiere organised by Dysturb

What the case demonstrates

This project illustrates how we connect brand and content: start from a product, give it a point of view, then build a story that can live in a theatre as well as on social networks.

The content

Watch the film on YouTube ↗