Baking hot: Electrolux cooks up a video show

Berlin – Rather than focus on its latest kitchen appliances, AEG Electrolux is promoting an online project to help people to improve their skills in the kitchen.

Advertising agency HUGE studio and The Department of the 4th Dimension have created the Perfunkt project.

Local specialists, including a baker and a butcher, share their skills, methods and techniques in black and white videos posted on the project’s website. Baker Lars Siebert from the oldest bakery in Berlin, for example, is showing how to make Berliner buns in the same way they were made in 1750.

Brands are increasingly using short films to create a buzz. Examples include sportswear brand Nike teaming up with film director Spike Lee and Swiss filmmaker Claudio von Planta working on a campaign for car maker Honda.