The brief: Carrier India was about to launch an unconventional split AC for home use. The outside unit is vertical in shape and dissipates the hot air vertically saving around 40% of space because of its unique shape.
The solution: We added our trademark sense of humor to create a memorable launch by talking about the side effects of the upward exhaustion of hot air and about the empty space it saves. We were awarded the project because of the image below but the copyright issues took its toll. However, it will always hold a very special place in our hearts.
Role: Conceptualisation, creative + art direction, copy, branding and design
Image credit: Ben Mark Holzberg/still photography
The result: The campaign generated more than 3 million impressions online with more than 30,000 engagement. It created the buzz it was expected to.
