Sugar&Partners enlist Roberta Flack for Daikin

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Following extensive research with Australian and New Zealand consumers, Daikin Australasia has developed and launched a new brand campaign, The Best Air Anywhere, created by Sugar&Partners and shot by Chris Dudman of Robber’s Dog, featuring Roberta Flack’s The First Time Ever I Saw Your Face.

The brand 30” is supported by a series of 15” product-focused spots, with wider digital and dealer comms rolling out throughout the year.  Running in both markets has its challenges with a focus on different seasons; cooling for the hot Australian summers and heating for the cooler Kiwi winters.

It went to air in Australia last week and will shortly be on TV and online in NZ throughout summer.

“The challenge was to create a unifying proposition that could really work in any part of the world that reflected Daikin’s global credentials,” said S&P managing partner Jeremy Johnston.

Joint CD Damon O’Leary said: “While the choice of families and babies may seem a little obvious – it’s actually wildly different for the category which focuses on technology, rather than making an emotional connection.”

Joint CD Dave Nash said:“And it really taps into a moment in life when people start to truly think about the purity of their surroundings – the birth of a child.”

Daikin national marketing manager Dan Tosh praised the song choice. “Roberta Flack’s stunning track was the perfect fit,” he said. “It brought the spine-tingling emotion we were hoping for, while effortlessly telling our heating and cooling story.”

This is the second Australasian campaign Sugar&Partners has produced for Daikin, whose Australian connection spans some 16 years with the South Australian Tourism Commission.

The New Zealand Product 15”



Creative Directors :Dave Nash and Damon O’Leary
Managing Partner: Jeremy Johnson
Art Director: Dave Nash
Copywriter: Damon O’Leary
Producer: Esther Watkins
Planner: Thinza Mon
Group Acct Director: Julianne Hastings
Account Manager: Dan Hughes

Robber’s Dog

Director: Chris Dudman
Producer: Anna Stuart
DOP: Ginny Loane
Art Director: Rick Kofed


Offline/Editor: Sam Brunette
Online/Editor: Leon Wood
Grade/Editor: Claire Burlinson

F Rd/Coopers

Sound: Jon Cooper
Music Rights: Jonathan Hughes

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