The One Show
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Category
Experiential & Installations / Brand Installations
Annual ID
OS23_OH003G
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: 45
Gold Pencil
Credits
Agency
Pereira O'Dell / New York
Client / Brand
MIDEA, US / Parsippany
Art Director
Monica Andrade
Copywriter
Cain Luke
Chief Creative Officer
Rob Lambrechts
Creative Director
Fernando Passos
Julie Rutigliano
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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