Mitsubishi Electric is a leading provider of premium air conditioning, but in a popular category with little product differentiation, as well as a direct competitor that also leverages the Mitsubishi brand and logo, Mitsubishi Electric needed to rise to the fore in the eyes of consumers.

Everyone knows the unparalleled bliss of walking into a perfectly air conditioned room from the oppressive heat outside. But in a category where everyone knows the benefit, shoppers are often completely stumped at the difference between products. And while price points can differ dramatically, the products’ inner workings are incredibly uniform and some competitors even share practically identical logos.

Our challenge was two-fold: create an air conditioning campaign for the summer, and define Mitsubishi Electric as the go-to brand name when it comes to quality engineering. Leveraging the word ‘electric’ to distinguish the brand from other Japanese multinationals with almost identical names and logos. We delivered a new brand platform, ‘A life more electric’, and focused every detail on the feeling of electric — equal parts exciting, soothing and premium. We also developed a sonic brand sting to connect Mitsubishi Electric’s many diverse offerings beyond air conditioning.

Continuing our mission to portray the feeling of ‘electric’ across our entire output for the brand, we created a simple but unique portrayal of the feeling of that first wave of air conditioning caressing your skin on a summer’s day. The body relaxes. The day’s travails disappear. It’s a little bit magic, almost like you’re floating. This visual metaphor doubled as one for the brand’s elevated offering in the category too.