Smeg celebrates 40 years of classic design with new anniversary campaign via Elastic
Elastic has unveiled its latest work for Smeg Australia, the ‘40 Years of Classic’ campaign – a cinematic homage to Italian craftsmanship, innovation and the enduring partnership between design and architecture.
The campaign, directed by David Boon, celebrates a milestone moment in Smeg’s history, the 40th anniversary of its Classic aesthetic range. In 1985 Smeg became the first appliance brand to collaborate with world-renowned architect Guido Canali to bring architectural form into the kitchen.
Four decades later this partnership continues shaping appliances that are as functional as they are beautiful.
Elastic reimagined this legacy through a journey across five decades of kitchens – each one meticulously crafted in Unreal Engine. Every environment was purpose-built, with bespoke design nods that reflected the evolution of the Smeg Classic range and its timeless place in the home. A commemorative logo drawn from the iconic Classic control knob was also created for the campaign.
Says Nick Elgrin, Head of Marketing & Product at Smeg Australia: “We wanted to honour the legacy of the Classic aesthetic while showing its relevance to modern living. Elastic has created a campaign that feels as timeless as the design itself — elegant, considered, and uniquely Smeg.”
Created and produced by Elastic, the campaign brings the brand’s ethos – Technology with Style – to life through elegant visuals and a narrative that honours both heritage and forward-thinking innovation.
“This campaign sits at the intersection of design and storytelling – it’s about translating 40 years of craft into a modern, timeless brand moment,” added Catherine Terracini, Executive Producer of Elastic.
Smeg Australia
Head of Marketing & Product: Nick Elgrin
National Marketing Manager: Brooke Nurthen
Brand & Marketing Specialist: Maya Thevar
Elastic / IVE
Managing Partner, Elastic: Nathan Richman
Retail Solutions Director, IVE: Cindy Salem
Creative Director: Samantha Holder
Art Director: Miriam Nahler
Senior Copywriter: Gareth Fitzpatrick
Executive Producer: Catherine Terracini
Producer: Katie Latta
Senior Account Manager: Daniela Gibbons
Director: David Boon
Unreal Engine Operator: Jack Cohalan
Colourist: Elvis Colour
Composer / Sound Designer: Declan Harsent
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