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Daikin brings in a fresh breath of air

Image credit: TBWA\RAAD

Daikin has partnered with TBWA\RAAD to launch its new brand campaign, in a very unconventional way.

Shifting away from the red ocean communication strategy of focusing on the performance and technology , Daikin takes a more human-focused approach in its video campaign.

It chose a more inspiring approach, shifting to a human-driven conversation which highlights the most invisible yet crucial asset of human life: air.

Through its new brand platform, Daikin chose to celebrate ‘The Art of Air’, fresh clean air, which unlocks better, healthier and more comfortable lives.


Client: Daikin 
Production House:
City Films