Following extensive research with Australian and New Zealand consumers, Daikin Australasia has developed and launched a new brand campaign summed up by the line Daikin - The best air anywhere.
The campaign was created by Auckland independent agency Sugar&Partners and shot by Chris Dudman of Robbers Dog, featuring Roberta Flack's "The First Time Ever I Saw Your Face".
VIEW THE 30 Sec SPOT
VIEW THE FIRST 15 Sec SPOT
VIEW THE SECOND 15 Sec SPOT
The brand 30" is supported by a series of 15" product focused spots,
with wider digital and dealer comms rolling out throughout the year.
Running in both markets has its challenges with a focus on different
seasons; cooling for the hot Australian summers and heating for the
cooler Kiwi winters.
Says Jeremy Johnston, managing partner, S&P: "The
challenge was to create a unifying proposition that could really work
in any part of the world that reflected Daikin's global credentials."
Says Damon O'Leary, joint creative director, S&P: "While the choice
of families and babies may seem a little obvious - it's actually wildly
different for the category which focusses on technology - rather than
making an emotional connection." says Damon O'Leary, joint Creative
Director,
Says Dave Nash, joint creative director, S&P: "And it really taps into a moment in life when people start to
truly think about the purity of their surroundings - the birth of a
child."
Daikin national marketing manager Dan Tosh praised the choice of song,
"Roberta Flack's stunning track was the perfect fit - it brought the
spine-tingling emotion we were hoping for - while effortlessly telling
our heating and cooling story."
This is the second Australasian
campaign Sugar&Partners has produced for Daikin, whose Australian
connection spans some 16 years with the South Australian Tourism
Commission.
Agency: Sugar&Partners
Creative Directors :Dave Nash and Damon O'Leary
Managing Partner: Jeremy Johnson
Art Director: Dave Nash
Copywriter: Damon O'Leary
Producer: Esther Watkins
Planner: Thinza Mon
Group Account Director: Julianne Hastings
Account Manager: Dan Hughes
Robbers Dog:
Director: Chris Dudman
Producer: Anna Stuart
DOP:Ginny Loane
Art Director: Rick Kofed
Blockhead:
Offline/Editor: Sam Brunette
Online/Editor: Leon Wood
Grade Editor: Claire Burlinson
Frd/Coopers:
Sound: Jon Cooper
Music Rights: Jonathan Hughes
Comments (0)