2018 Winners & Shortlists

Brief Explanation

A moment where you expect to see people going insane over a certain act or behavior; but in contrary and as a bigger surprise, everyone is acting chilled, very cool and even being helpful in bizarre situations. Meet Mission, the latest AC launched through Midea. As of a main feature that differentiates the AC from one another, it cools up the temperature that reaches up 52 degrees and clears the air; and here was our main hook. Our film revolves around situation showing a couple having dinner in a restaurant, whereas the main hero shirt is covered with pasta all over. The couple reacts in a very friendly manner and even jokes about the pasta stain on his shirt as if it resembles a country on the map instead of storming out on the waiter who spilled it – this is a reflection of Mission AC clearing up the air!

Our film relied heavily on the cast, our director did a brilliant job in recruiting the perfect heroes that carried our campaign from bottom to sky. Our cast created a happy entertaining contextual mood throughout. The choice behind them was very tricky as each and every one of them had to reflect an actual look and behavior that would resonates with our target audience, as if it was a real act. Although the viewer would have noticed how unrealistic the situation could be. Yet, our hearos attitude and the way they communicated altogether made it seem very realistic as if it was a very normal incident that could occur every day. Precisely reflecting on the main objective behind brand anchor which had to be delivered as a unique selling point “Mission AC Clears the air”