We elevated Mitsubishi Electric’s brand and primary consumer offering to new heights, demonstrating both the benefit of premium air conditioning and the brand’s position as an industry stalwart.

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.

Jess Millard, Marketing & Communications Manager
Mitsubishi Electric
Nick Hunter
Brad Bennett
James Sykes
Jeremy Willmott
Pete Saladino
Georgia Shillington
Tchaan Wilson-Townsend
Jorge Camargo
Lawton Lonsdale
Lucy Whirledge
Jon Buchan
Henry Richardson
Kids of Bill
Sean Ryan
Stuart Beedie
Laura Murray
Hugh Peachy
Emma Kalfus
Amelia Fell
Oliver Trauth-Goik
Jason Riddell
Marcus Friedlander
Caleb Jacobs

We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be, Aboriginal land.