Daikin, world’s #1 air conditioning company wanted to leverage its brand power during the cricket league session.
The objective of #DaresofGoodness campaign was to propagate its new communication – ‘Fill the Air with Goodness,’ in a way that brings forth the association of Daikin with Delhi Daredevils during the IPL. Choosing the right communication channel was crucial to the success of the campaign and we decided to support the campaign by creating two short video films which were released on social channels with the tagline #DaresOfGoodness.
A series of short digital ad-films around acts of a kid which seemingly look mischievous, but end up being DARES OF GOODNESS.
In the film showcased here, the kid is seen spoiling his white school-shoes by painting those black, thus leading to parents’ anxiousness, almost anger. Parents (and audience) only realize towards the end that the kid is in fact helping his poor friend whose black school-shoes are torn.
Over the years, and each year greater than the previous, Indian Premier League (IPL) has become a mecca of advertising opportunities.
Narrative of the ad film was conceptualized bearing in mind the overwhelming noise that virtually every worthy brand makes during the IPL.
We made DAIKIN heard amidst the noise by going DIALOGUE-SILENT albeit maintaining the loud, naughty, passionate and charged-with-emotions tonality of the IPL. The only audio elements used were MONKEY SOUNDS, NONSENSE LYRICS and MINIMAL INSTRUMENTATION.
The plot was reflective of the unifying power of goodness and how it brings moments of happiness.
The communication was made slick & swift, just like a T20 match, which set it apart before the audience.
The film turned out to be an award-winning piece of art having won multiple industry awards.