Background

Colmo, a premium home appliance brand under Midea Group, is recognized for its integration of advanced technology and aesthetic design. In its latest campaign promoting the AirNEXT air conditioner, Colmo draws conceptual inspiration from Charles Darwin’s theory of evolution. By aligning its technological innovation with natural evolutionary processes, the brand aims to convey the AirNEXT as a breakthrough product that represents a new stage in the evolution of intelligent living.

Idea

The core creative idea revolves around positioning the AirNEXT as a “new species” in the ecosystem of both nature and technology. Developed by F5 Shanghai, the campaign takes viewers on a visually rich journey where a young boy meets Charles Darwin. Darwin introduces various natural and mechanical creatures, culminating in the revelation of the AirNEXT air conditioner as a superior, evolved entity. The product’s key features—fresh air ventilation, intelligent humidification, and odor elimination—are presented as its evolutionary traits, allowing it to "adapt" to modern living environments with unparalleled intelligence and comfort. This imaginative narrative not only elevates the product but also reinforces Colmo’s identity as a brand that evolves with user needs.