The iCase Refrigerator launch is aimed at young Chinese consumers in the 20-30 demographic. The brand wanted to convey a young and fashion-focussed vibe that fits with the stylish and unique design of the new iCase Refrigerator. The main feature of this new product is that the refrigerator is made up of 2 components, which can be separated into single units, and also can be combined into a double fridge. The TVC is infused with humour and attitude and tells the story of a fashionable and unconventional young couple, with added authenticity through the use of a real-life couple rather than professional actors. Showing the unique attitudes of the young generation towards love, whilst emphasising how the Haier Leader product can be integral to their lifestyle.
Film advertisement created by Serviceplan, China for Haier, within the categories: Electronics, Technology, House, Garden.
Chief Creative Officer: Chong Kin
Associate Creative Director: Wang Yifan
Art Director: Jason Liu, Charlie Wang
Copy: Lisa Liu, Mao Shanshan
Planning Director: Moritz Sanner
Associate Account Director: Schneider Shi
Senior Account Executive: Elena Liu
Group Creative Officer: Kan Wing Ho
Business Director: Erin Lee
Production House: Red Horse
Director: Zhou Ning
Stylist: June Jiang
Composer: Smile Studio