Daikin Australasia launches new global leadership campaign via Sugar&Partners

Following extensive research with Australian and New Zealand consumers, Daikin Australasia has developed and launched a new brand campaign summed up by the line Daikin – The best air anywhere.

The campaign was created by Auckland independent agency Sugar&Partners and shot by Chris Dudman of Robbers Dog, featuring Roberta Flack’s “The First Time Ever I Saw Your Face”.

VIEW THE 30 Sec SPOT

VIEW THE FIRST 15 Sec SPOT

VIEW THE SECOND 15 Sec SPOT

The brand 30″ is supported by a series of 15″ product focused spots, with wider digital and dealer comms rolling out throughout the year.  Running in both markets has its challenges with a focus on different seasons; cooling for the hot Australian summers and heating for the cooler Kiwi winters. 

Says Jeremy Johnston, managing partner, S&P: “The challenge was to create a unifying proposition that could really work in any part of the world that reflected Daikin’s global credentials.”

Says Damon O’Leary, joint creative director, S&P: “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.” says Damon O’Leary, joint Creative Director,

Says Dave Nash, joint creative director, S&P: “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.”

Daikin national marketing manager Dan Tosh praised the choice of song, “Roberta Flack’s stunning track was the perfect fit – it brought the spine-tingling emotion we were hoping for – while effortlessly telling our heating and cooling story.”

This is the second Australasian campaign Sugar&Partners has produced for Daikin, whose Australian connection spans some 16 years with the South Australian Tourism Commission.

Agency: Sugar&Partners

Music Rights: Jonathan Hughes