Haier shows that unrequited love is no barrier for getting laundry done in new campaign via Special

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HaierTwinTasker_30_TVC.jpgHaier has launched its innovative TwinTasker dual drum washing machine with a national campaign via Special Group Australia. 

As the world’s number 1 brand of major appliances, Haier is further establishing itself in the Australian market – launching the world’s first dual drum washing machine, the Haier TwinTasker that allows you to wash two loads together, or separately, on independent cycles.

HaierTwinTasker_30_TVCv2.jpgIn a series of films that will show on TV and through digital channels we meet a pair of flatmates, one who has been firmly put in the friend zone. While Dan and Lucy have been living together for quite a few years, Lucy has no idea that Dan is hopelessly in love with her. Embracing an optimistic outlook, Dan seeks any chance he can get to spend time with Lucy – even using the opportunity to do his laundry alongside Lucy as a way to win her over.  They do everything together. But not together together.

Says Cade Heyde, managing partner, Special Group: “We wanted to make sure this campaign didn’t get lost in the clutter and dreariness of the category. But rather, to have a little fun with the truth of what it means to be able to wash your clothes together in a way that brings humanity and humour to a category that’s frankly, dominated by selling features.”

Says Olivia Anderson, senior brand manager, Haier: “We wanted to explain the innovation of this award winning product, but without the usual techno-babble that accompanies new product launches. It was important for Haier to relate to the consumer on a personal level, and also drive its brand personality and down-to-earth humour in what is traditionally a rather stark appliance industry. So how do you communicate two independent direct drive motors and wash cycles in a way that is relatable, and funny? For us it was clear: “Together. But not together together”.

The campaign launches on Sunday 29th October and will run nationally on TV, Outdoor and via Social with five films.

Creative Agency – Special Group Australia

Creatives – Ben Alden & Michael Dawson

Strategy- Dave Hartmann

Film Producer – Paul Johnston

Print Producer – Laura Midalia

Managing Partner – Cade Heyde

Account Director – Michelle Braslin

Production House –  Revolver

Director – Trevor Clarence

Managing Director / EP- Michael Ritchie

EP – Pip Smart  

Producer – Nicole Crozier

Edit House – ARC EDIT

Editor – Drew Thompson ASE

Sound – Rumble Studios

Photography – Ian Butterworth

Media Agency – Slingshot

Client:

Haier Australia

Head of Marketing – Kara May

Senior Brand Manager – Olivia Anderson

Assistant Brand Manager – Lisa Cooke