After our very first Midea brand campaign launched in September 2016 in Indonesia (ASEAN) and our follow up Ramadan campaign in May 2017 in Indonesia (ASEAN)…

We now launched the Midea brand #ImHome campaign in October 2017 in LATAM (Brazil + Chile)

We created Global Brand Guidelines = Global Brand Principals, hence used the same 'campaign structure' as for #ImHome ASEAN 1.0 & 2.0 also here for LATAM 1.0

The principle for our global brand launch campaign is:

'Global Consistency & Local Relevancy'

Hence, the LATAM 1.0 Emotional Brand Film is (again + also) based on a local* insight & tension – *which only local young upgraders understand without extra or further explanation (otherwise it would not be a 'local' tension but an 'universal' truth) 🫣

In LATAM 1.0 our theme was 'Adoption'

'Adoption' is in the LATAM case not a classical 'tension' but a (hot) 'public topic' being very up to date and frequently discussed...

Therefore, our creative agency team were inspired to develop our 'Creative Emotional Film Idea' around it:

Showcasing that 'even' a totally intimidated & scared child (in our case showcased as a newly 'adopted' child) – coming quite shy & as mentioned, perhaps very afraid into its new family + new house ...can feel immediately at home when Midea home appliance 'warm up' the atmosphere and provoke a smile on her face and enabling the entire family to enjoy those tiny moments at home...

 

See for yourself: