Spikes Asia
WUNDERMAN THOMPSON BANGKOK / MIDEA / 2019
Overview
Entries
Credits
Background
By partnering with Brazilian amputee model and social media sensation Paola Antonini, with 2.6 million followers on Instagram alone, Midea air-conditioners championed her positivity and inner cool to inspire millions of fans to keep on pursuing their dreams.
Idea
“Good Night Paola” is a short film about the struggle to reach the dream state, starring Paola Antonini as herself. The Brazilian starlet who lost her leg in a car accident in 2014, relives nightmarish moments of heat on the path towards her dream of becoming a model.
Strategy
Sleep deprivation is a symptom of our modern lifestyles. Enter Midea air conditioner with Midea Smart app for precise temperature control to help safeguard every stage of our sleep cycle. Dispelling all expectations and limitations of how an air con brand should introduce itself to new markets, Midea chose to tell this empowering yet comforting bedtime story, featuring Paola Antonini, Brazilian model who lost her leg but not her dreams.
By partnering with Brazilian amputee model and social media sensation Paola Antonini, with 2.6 million followers on Instagram alone, Midea air-conditioners championed her positivity and inner cool to inspire millions of fans to keep on pursuing their dreams.
Execution
Based on Paola’s true story, the short film is a dreamlike tale developed in 4 acts. From script, to the cinematography and soundtrack, every element was designed to reflect the 4 stages of sleep until one achieves the ‘dream state’.
Outcome
By the time of submission, "Good Night Paola" had been released in the Thai market only, and for within the first 10 days it had already reached 1.8 million views online. Other than Thailand and China, the branded film and supporting materials are slated to launch in international markets later in the year, including Italy, Mexico and Brazil.
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