Midea recently launched the Midea Cube in the US market, with a series of films created via F5 Shanghai starring cats. The campaign aims to draw attention to a product that doesn’t normally draw attention.
Because no one love boxes more than cats, and a cat is the most stylish pet, remember where did the term “Cat Walk” come from? Cats are also very sensitive to the humidity, excess humidity can lead to cats’ frizziness, grumpiness, and in more extreme cases, can cause strokes, cramps, dehydration, and exhaustion. Here is the idea, a good dehumidifier brings happiness to cats!
The Midea Cube is a dehumidifier with a revolutionary design, the foldable shape gives it a trendy look and also an super large water tank that improve dramatically the using experience.
The first film features a literal catwalk, putting the spotlight on the Midea Cube’s stylish and premium look. The film was first aired during the product launch event following a real fashion show. Unlike other dehumidifiers that are eyesores or wreck the look of a space, the Midea Cube is a fashionable piece that can easily blend into any home style.
The Midea Cube dehumidifier has a unique lift-and-twist design that offers unparalleled flexibility: when operating in extended form, it has up to 3 times bigger water tank capacity than traditional dehumidifiers and can work for much longer time without the hassle of frequently emptying the tank. The second film highlights the volume of its large water tank by showing the surprising high number of kittens that can fit inside. A seemingly never-ending stream of kittens pour out of the tank.
The patented sensor and wi-fi enabled app allow customer to monitor the humidity and water level, all at your fingertips. The third film features a frazzled, grumpy, bossy cat that’s bothered by the excess humidity. The cat commands the Midea Cube to turn on, and it does, with the help of the host who powers it on remotely using the smart app.
Product: Midea Cube
Agency: F5 Shanghai
Production House: B2Y Productions