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2023 One Show - Branded Entertainment

90 Minutes of Air Conditioning

Agency Pereira O'Dell / New York + Barrelhouse / San Francisco

Client MIDEA

Category

Experiential / In-Person Events

Annual ID

OS23_BE078M

About the Work

Midea, an Asian appliance brand, was virtually unknown to the US market. To raise the profile of the brand in the States, we sought to create a foothold in the biggest and most influential market in the country—New York City—during one of the hottest summers on record. Every summer, New Yorkers are notorious for going to ANY movie, just for the air conditioning. So to introduce locals to Midea’s new U-Shaped Air Conditioner, a unit perfectly designed for city apartments, Midea made a movie that we knew would lure New Yorkers into theaters to escape the heat: 90 MINUTES OF AIR CONDITIONING. Literally. A feature film done with just one epic shot of the Midea U blowing for 90 minutes in a cold Manhattan movie theater. And nothing more. The fact that the film was deliberately unengaging and designed to be talked over or napped through just pushed the insight even further—the audience came for the AC, not the movie. We promoted it like any other summer film. We took over the movie theater marquee. We invited local film critics and press to attend the premiere and held several more showings at NYC theaters over the course of the summer. We captured the event and audience reactions and spread it to millions of New Yorkers on social media. One critic dubbed the movie “The Coolest Film of the Summer.” Another called it “The Longest Product Placement Ever.” A popular film publication said 90 MINUTES OF AIR CONDITIONING was the sequel to Andy Warhol’s “Empire” film. And after 440M earned impressions, the toughest critics, New Yorkers themselves, let us know how they felt. By the end of the summer, Midea had completely sold out of the Midea U AC inventory.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Pereira O'Dell / New York

Production Company

Barrelhouse / San Francisco

Art Director

Monica Andrade

Copywriter

Cain Luke

Chief Creative Officer

Rob Lambrechts

Designer

Gabriel Iatchuk

Director

Brody Bernheisel

Director of Photography

Darian Quan
Noah Fowler

Executive Creative Director

Nick Sonderup

Executive Producer

Darbi Fretwell

Producer

Kasia Olczak

Design Director

Luis Bacellar

Assistant Manager Content Creation

Dalton Ryan

Brand Director

Erica Black

Brand Strategy Director

John Redmond

Chief Growth Officer

Mona Gonzalez

Co-Founder, Creative Chairman

PJ Pereira

Color

Nick Sanders

Digital Marketing Assistant Manager

Rossana Tagliabue

Director of Brand Management, East

Erin Shanahan

Director of Business Affairs

Shirley White

Director of Communications Strategy & Media, East

Breanne Brock

Director Of Content Production

Josh Diaz

Graphics Designer

Elan Santana

HEAD OF ART

Eduardo "Dudu" Gomes

Lead motion graphics designer

Brady Lowery

LINE PRODUCER

Rob Cristiano

Manager Digital Marketing

Jaclyn Dygos

Manager of Business Affairs

Stephany Stinson

Marketing Manager Brand Marketing

Deborah Santos

Media Supervisor

Stewart Goosens

Mix & Sound Design

Joel Hopper

Post producer

Michael Giron

Production Assistant

Aiman Morounfolu Mimiko
Dominic Floreno

Production coordinator

Patrick Nichols

Senior Director Brand Marketing

Andre Quadra

Senior Manager Digital Marketing

Myles Jordan

Senior Manager Trade Marketing

Susan Lanza

Senior Project Manager

Melanie Christian

Social Strategy Director

Kathy Garfield

Web Content Specialist

Sammy Terry

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