New Air

Daikin France, together with DENTSU CREATIVE, unveils a new film titled “New Air” to reaffirm its expertise and leadership in the heat pump market. This film offers a bold and unique approach, highlighting Daikin’s commitment to the responsible use of renewable resources, which are essential for life.

A New Brand Strategy Focused on Emotion

Often perceived as a highly technical brand, Daikin aims to go beyond the traditional codes of comfort and technology to become a more embodied and inspiring brand, especially for individuals. This raises the questions: How to highlight Daikin’s expertise on the technical subject of heat pumps, whose purchase decision impacts our daily lives? How to reaffirm its position as a specialist without expert jargon and technical codes of the sector?

DENTSU CREATIVE agency chose to highlight a central actor: AIR. A natural resource that needs to be preserved and purified. Daikin understood early on the interest and vital potential of this resource for human well-being, putting all its engineering into innovations and ever more efficient and ecological heat pumps.

A Human and Poetic Metaphor

Inspired by cinematic codes, the film adopts a sensitive and touching narrative approach around the “breath” that humans have naturally produced forever. The central character is a little girl who discovers this breath, sometimes warm, sometimes cold. It then becomes a precious ally in the significant moments of her life, showing that air is our most beautiful resource. With images by Dr. Bowman, directors at Players, and a soundtrack by Jonathan Sigsworth, the film illustrates Daikin’s ambition: to offer unparalleled comfort while integrating a human dimension into its solutions.