Daikin is focusing on the moment in life when people start to think most about the purity of their environment - the birth of a child.
In a new campaign by New Zealand Sugar and Partners, Daikin is moving away from focusing on technology and building an emotional connection with its audience instead.
The campaign is running in both the Australian and New Zealand marketers focusing on different seasons: cooling for Australians summers and heating for Kiwi winters. It features a backing track of Roberta Flack's "The First Time Ever I Saw Your Face".
Sugar and Partner joint creative director Damon O'Leary said: “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.”
Joint creative director Dave Nash added: “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.”
Credits:
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 ACCT 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
