Mitsubishi Electric launches first work from Paper Moose

Mitsubishi Electric has launched its first campaign since appointing independent creative agency Paper Moose as its agency of record in July.

The summer campaign promotes the brand’s air conditioning products, hitting home the bliss of walking into a perfectly cooled room at the end of a hot day.

Playing on the elevating experience, the featured 30 second TVC portrays a family levitating from their lounge as they bask in the total relaxation brought on by good air con.

The work also marks the launch of Mitsubishi Electric’s new brand platform, ‘A Life More Electric’, which will be used across its consumer and commercial products in Australia.

Of the campaign, Brad Bennett, head of customer success, Paper Moose, said: “Mitsubishi Electric’s industry insights and collaborative spirit were a terrific asset throughout our creative journey. We’re immensely proud of what we’ve created together and can’t wait for Australian audiences to respond to the campaign’s rad simplicity and divergence from category norms.”

Jessica Millard, marketing and communications manager, Mitsubishi Electric, added: “We were actively challenged by Paper Moose to create a platform to distinguish a life more electric and elevate our brand and product. This creative concept establishes a new and vibrant partnership with our customer so they can visualise the comfort of a Mitsubishi Electric air conditioner.”

The campaign is now live across free-to-air, BVOD, digital, OOH and Radio.


Client: Mitsubishi Electric
Marketing & Communications Manager: Jess Millard
Executive Director, Commercial and Corporate: Meighan Heard

Agency: Paper Moose
Executive Creative Director: Nick Hunter
Head of Client Success: Brad Bennett
Head of Strategy: James Sykes
Creative Director: Jeremy Willmott
Senior Creative: Pete Saladino
Design Director: Georgia Shillington
Motion Designer: Tchaan Wilson-Townsend
Senior Account Director: Brigitte Harbrow
Account Director: Jorge Camargo

Production: Paper Moose
Production Lead: Lucy Whirledge
Post Producer: Jon Buchan
Line Producer: Henry Richardson
Directors: Kids of Bill
Director of Photography: Sean Ryan
1st AD: Stuart Beedie
Production Designer: Laura Murray
Photographer: Hugh Peachy
Wardrobe Stylist: Emma Kalfus
Makeup: Ameila Fell
Editor: Oliver Trauth-Goik
Retoucher: Jason Riddell
Colourist: Marcus Friedlander
VFX: 3P Studio
Composer, Sound Design & Mix: Caleb Jacobs


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