Cannes Lions

Good Night Paola

WUNDERMAN THOMPSON BANGKOK / MIDEA / 2019

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Film
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Demo Film
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Overview

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Credits

Overview

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

Midea created content to inspire those who may feel restless about life’s burdens to stay in control of their inner cool and push on pursuing their dreams.

“Good Night Paola” is a short film about the struggle to reach the dream state. Starring Paola Antonini as herself, the Brazilian starlet 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.

Execution

"Good Night Paola" is a short film about the struggle to reach the dream state. Starring Paola Antonini as herself, the Brazilian starlet relives nightmarish moments of "heat" on the path towards her dream of becoming a model.

The script describes the different stages of sleep, ultimately arriving at the final dream state, where real footages of Paola Antonini are woven into cinematic dream sequences, juxtaposing realism with surrealism.

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. The branded film and supporting materials is already set to launch in international markets later in the year, including Italy, Mexico and Brazil.

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