2016 Winners & Shortlists

Brief Explanation

Indoor air quality is a major problem, according to the Environmental Protection Agency, with pollutants two to five times higher than outdoor air and sometimes as much as 100 times worse. Hitachi Air Purifiers, armed with the multiple layers of filters are more than capable of improving the air quality. Currently they are No.2 in the market. This campaign had a budget of AED 3,25,000

The Brief

In this cut-throat market we were challenged to work on a brand campaign that is clutter breaking. A campaign that is memorable and will stand-out. A campaign that will not only help Hitachi Air Purifiers gain top of mind recall brand but also bring freshness to the category.

How the final design was conceived

The Task was to deliver core benefit of the product in one of the most simplest and effective manner. 'Lets clear the air' is a common phrase used to end any debate/ dispute. We used 3 most common talked about debates/disputes in the campaign. The Chicken or The Egg, who came first? The longest debate going on between classical or rock music and one in the recent times is between iOS or Android phones. The best possible execution was to use illustrations as a medium, as it allows exaggeration and to humanize the characters. Each character in the ad had different role in the fight thus making it interesting. Since the chicken and the egg debate is going from ages, arms and equipments used by them to fight is also influenced from prehistoric / ancient times.

Indication of how successful the outcome was in the market

The design brought a breath of fresh air to the stale category of air purifier advertising. The audience found the communication lateral, entertaining and rewarding - with just one message to take home at the end of it - 'Clear the Air' with Hitachi Air Purifiers.