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The mission: to showcase Haier's smart home ecosystem and its ability to blend cutting-edge tech with the heartwarming reality of modern family life – pets included. We were tasked with visually embodying Haier's new slogan, "More Creation, More Possibilities," demonstrating how their innovations unlock a realm of possibilities within the home, exceeding the audience's wildest expectations. The deliverables spanned a suite of videos in various formats and key visuals, all tailored for a multi-market rollout across Thailand, Malaysia, and the Philippines.
Our creative strategy centered on the concept of "Happiness is Homemade". We crafted a story that celebrates the home as a sanctuary of joy and connection, showcasing how Haier appliances seamlessly enhance these precious moments. The narrative follows a family's chaotic preparation for a trip, their accidental abandonment of their dog, and their ingenious use of Haier's smart technology to care for him from afar, ultimately bringing them back together for a heartwarming "homemade" celebration.
We aimed to solidify Haier's position as a brand that champions both innovation and emotional connection. By showcasing Haier's products as enablers of "homemade" happiness, we sought to drive deeper brand engagement and foster a sense of affinity with the target audience. The campaign's success would be measured not only by views and reach (Facebook and Instagram: 500,000 views, YouTube: 2,000,000 views, TikTok: 1,000,000 views), but also by its ability to elevate Haier's brand perception and reinforce the idea that Haier is integral to creating a fulfilling modern family life
