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 shot by Chris Dudman of Robbers Dog, featuring Roberta Flack’s “The First Time Ever I Saw Your Face”.
New Zealand Brand 30”
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.
New Zealand Product 15”
“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 Jeremy Johnston, S&P Managing Partner.
“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, “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.” adds Dave Nash, S&P joint Creative Director.
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.
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 ACCT DIRECTOR: Julianne Hastings
ACCOUNT MANAGER: Dan Hughes
DIRECTOR: Chris Dudman
PRODUCER: Anna Stuart
DOP: Ginny Loane
ART DIRECTOR: Rick Kofed
OFFLINE/EDITOR: Sam Brunette
ONLINE/EDITOR: Leon Wood
GRADE/EDITOR: Claire Burlinson
SOUND: Jon Cooper
MUSIC RIGHTS: Jonathan Hughes