“my Idea” National Launch Campaign

The ‘My Idea’ campaign is designed to introduce the Midea brand to US consumers and teach them how to confidently say the brand name Midea.

To achieve this we developed a fictional CIO (Chief Idea Officer) that tries to take credit for all of the smart innovations the brand has launched while teaching viewers to say Midea as “My Idea”. Perfectly played by sam Richardson, comedic and endearing, the campaign not only helps everyone to understand how to pronounce 'Midea,' but it also shares many reasons why consumers will want our innovative products at home.

We took inspiration for character and product interaction from early Steve Jobs and his first Mac then ran it through a comedic lens that influenced wardrobe, tone- of-voice and our photographic approach throughout the campaign from video to social to point-of-ale executions.

New York Campaign

The NYC— I Heart-U campaign is a comedic extension of the national launch. We focused one product— a highly efficient air conditioner that additionally allows consumers full functionality of the widow where it is installed. Inspired by an iconic NYCentric design we developed the I-Heart-U visual that integrated the product and messaging in a bold and simple visual expression.

Station Domination at Delancy/Essex