Midea 90 Minutes of AC

The Challenge:
The Midea U is THE best window AC around, but nobody would blame you if you’d never heard of it. Our job was to let the world’s biggest consumers of window ACs, New Yorkers, in on the secret.

The Insight:
NYC can be unbearably hot during the summertime, and New Yorkers will do some ridiculous things just for AC. Like stringing along a lukewarm relationship. Or loitering in a shoe store with no intention of buying shoes. Or going to the movies. Any movie.

My Role:
I worked very closely with the creative directors on this project as a proactive client brief. I served a critical role in developing the insight, concept, and key messages.