The Only Wonder

Taqeef Iraq and Midea wanted to launch a new product, it’s a window AC that has the best features out of the worlds of wall mounted and window ACs. It has the inverter tech, it’s super quiet, easy to install and clean, has a remote control, better cooling, and air distribution.
To launch the product to the market and show people the tech behind it to differentiate it from the old window ACs… We used some famous local sayings that represent the local culture and can’t be understood anywhere else. A lot of these sayings are used in daily life when expressing wonder, challenging, or questioning the idea of new things.
In our campaign, we used the most famous ones of these sayings, and visualized them to bring them to life -for the first time ever in Iraq-
The used sayings:
“There is no such duck doing pushups”!
(This is impossible.)
“Do you think that we are rabbits”?!
(You are not being realistic!)
“This can’t be true even if a palm tree grows on your head”!
(Nothing can make this happen)
“I will talk to him once “he” come”!
(Non-sense.) Referring to convincing an unknown mysterious character that does not exist.
"I will shave my mustache if this will happen"
(It cannot be.) The mustache holds significant cultural value for Iraqi men, and its removal can carry a strongly adverse connotation... so when using this term means like "it cannot be at all

It sales 5000 units during the session which was.

The results of the campaign were amazing, the whole stock of the product was sold after the campaign and brand is perceived as culturally relevant and close to people, also, it’s providing breakthrough tech solutions.