AEG Perfunkt - the Masterclass series

AEG commissioned Red Ant Exposure to deliver a series of high-quality vignettes, designed to educate and inform its community of ‘Perfektionists’ about its live Perfunkt Masterclasses, focusing on fine ingredients and trade secrets from some of Europe’s top chefs.

Concept

The strapline for leading kitchen goods manufacturer AEG is ‘Perfect in form and function’. Extending this idea across its online presence, AEG has set up Perfunkt, a community of ‘Perfektionists’ who come together to master new lifestyle skills with help from the professionals, and share their own passion for ‘Perfektion’. The Perfektionists themselves vote for each other’s tips, techniques and videos covering all aspects of food preparation, achieving star ratings and kudos from the community. It’s a high-quality, high-end idea which focuses on the ‘elite’ aspects of gastronomy, and the drive within both amateur and professional cooks to provide the best of everything, from sourcing ingredients to plating them up.

Creation:

Held in Germany, the live Perfunkt Masterclasses are all about sharing exclusive techniques and trade secrets from leading professionals in their fields. The online Masterclass vignettes give viewers a taste of what to expect – they’re designed to inspire and educate the Perfektionists and to reinforce the notion of privileged access to insider information. Quality speaks for itself, and the vignettes reflect this, with their focus on the finest ingredients and the words of those who know, shot beautifully on location:

• ‘Unlocking the secrets of the truffle’ displays the quiet passion of professional truffle hunter Klaus-Wilhelm Gerard, from finding to preparing and finally consuming the elusive ‘diamond of the forest’
• ‘The world of cheese’ is both evocative and educational, and expertly combines the views Heribert Bachman, widely regarded as one of the world’s leading cheese connoisseurs, with footage of the live Masterclass in Stuttgart.
• ‘Forgotten herbs and new recipes’ features Peter Scharff, a herb specialist and visionary chef. Unique shots and interesting angles ensure that the viewer’s attention is focused on the herbs themselves and the dimensions they bring to each dish.

The live Masterclasses are sold out within days of being advertised - this is a testament to AEG’s commitment to getting the product right for its Perfektionist community, reflected in its high-quality video content.