Cannes Lions

WHEN THE WIND SINGS

CREATIVE JUICE\BANGKOK, Bangkok / MITSUBISHI / 2016

Case Film
Supporting Content
MP3 Original Language

Overview

Entries

Credits

Overview

Description

Every house in Thailand has a fan. Mitsubishi fan doesn’t want to be just any fan brand. They want to be a modern brand for young people.

Execution

We were inspired by the way young people play with fans by speaking through the moving blades of the fan, making their voices vibrate with the wind.

So our idea will demonstrate the power of a fan by translating it into sound.

We used Bangkok Paradise - the world famous Thai band - to make songs using this special sound effect of fans at different speeds at numbers 1, 2 and 3.

We released the tracks as vinyl singles with cool cover designs by visualizing the 3 fan motor speeds.

The singles were sold in record stores with a Bluetooth signal that directed buyers to a making of video of the song.

We spread the campaign to outdoor media and did a promotional concert tour.

Outcome

The campaign became popular online, on the radio and placed on the top of the music charts.

Eventually, young people mimicked the idea and now perceive Mitsubishi fan as a cool brand.

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