: : : Midea air conditioning campaign /// 2015 : : :
Conquer the heat
The brief
MIDEA, a global brand for climate solutions, was ready to make a bold entrance into a highly competitive market.
The challenge: How do you position yourself as a newcomer against well-established giants? The answer: with a strong, fearless story that’s both emotionally charged and visually unforgettable.
Our goal was to develop a high-impact 360° campaign that would not only introduce MIDEA as a product provider – but position it as the hero in the battle against heat.
The idea
“Conquer the Heat”
A statement that doesn’t just promise – it provokes.
Confident, energetic, and empowering, the campaign took a bold turn away from dry specs and technical features.
Instead, we created a cinematic, heroic narrative:
Heat is the enemy. MIDEA is the solution.
This concept became the emotional engine of the entire campaign – from national TV spots to social media to point of sale.
The Execution
As Associate Creative Director, I was involved from the first spark of the idea to the final production across all channels:
🎬 TV Commercial
I developed the storyboard, wrote the script, attended PPMs, coordinated locations, and took part in casting.
Together with the director, we crafted a cinematic metaphor: people facing extreme heat – and finding relief through MIDEA.
Cinematic lighting, slow motion, dramatic sound design – the battle against heat turned into a blockbuster moment.
📸 Photoshoot
In parallel with the film shoot, we created a striking visual world that translated MIDEA’s power into compelling imagery:
Strong contrasts, radiant coolness, clean typography – every element radiated strength and relief.
📱 Social & Digital
We brought the heat to the digital world with snackable content:
Mini animations, heat-facts, GIFs and snippets spread the campaign across platforms – powered by hashtags like #ConquerTheHeat, sparking real-time engagement.
🛍️ Retail & POS
Wobblers, posters, display stands – every touchpoint carried the visual identity and core message.
A consistent look & feel: bold, cool, and crystal clear.
🧱 OOH / DOOH & Print
Large-format billboards, digital screens, and magazine spreads created maximum visibility and instant recognition – on the streets and in media.
The result
The campaign was a full-on success:
MIDEA emerged as a powerful new player in the market – with a clear message and a standout visual language.
The line “Conquer the Heat” quickly became a recognizable and memorable slogan.
The imagery set a new visual standard in the industry.
And the client? Thrilled – by the holistic concept, the bold storytelling, and the visible market impact.
A product that cools.
A campaign that ignites.
And a market that will never look the same again.
Client: Midea
Agency: Strategies BBDO - Cairo
Copywriter: Ahmed Ghandour
Concept & Art Direction: Ahmed Ghandour
