BACKGROUND

Midea launched a go-to-market campaign for its high-end "Breezeless" air conditioner across Europe, focusing on the hotter southern regions. To quickly create an emotional connection, the brand decided to use humor with a distinctly European twist.

IDEA

Sad Mona Lisa is a quirky Renaissance story filled with portrait sessions and frustration. A series of painters visit Mona Lisa’s home in Florence, each trying to make her smile, pose sweetly, or at least avoid her signature scowl. Then, da Vinci arrives. Instead of simply painting her as she is, he gets creative and uses his genius to invent an air conditioner. Finally, Mona stops frowning long enough for da Vinci to finish his masterpiece—well, almost.

AWARDS

ADSTARS
Shanghai International Advertising Awards
Digitaling Awards