NEW YORK, USA — During a summer heatwave in New York City last August, following the city’s hottest July on record, independent creative agency Pereira O’Dell teamed up with manufacturing brand Midea to offer New Yorkers an escape from the intense heat with a special screening of 90 Minutes of Air Conditioning.
The Manhattan premiere at a local favorite East Village cinema consisted of a Warholian 90-minute film featuring Midea’s newest product, the “Midea U” cooling an NYC apartment, with free soda and popcorn, and most importantly, air con, for the cinema-goers who were offered a discount on the Midea AC unit, so that they could bring the air-conditioned movie-watching experience home.
The Observer described the film as: “Today’s Coolest Movie: A 90-Minute Film of an Air Conditioner.”
The film was marketed like an actual film screening with press in attendance, and following the initial screening, 15 and 60-minute videos ran on the brand’s social channels to advertise the film, encouraging New Yorkers to go experience it while it was still “in theaters.”
Founder and Creative Chairman PJ Pereira said, “The screening meant people could get their body temperature to a reasonable place, check their emails, make a couple phone calls if they want. It’s the same shot for 90 minutes. Nothing else happens.”
Midea USA worked with Pereira O’Dell to bring the brand to the US market for the first time. Following the launch of the film, Midea sold out completely in the New York City area.
This film features 90 Minutes of Air Conditioning during NYC’s blazing heatwave
CREDITS:
Creative Chairman, Co-Founder: PJ Pereira
Chief Creative Officer: Robert Lambrechts
Executive Creative Director: Nick Sonderup
Creative Director: Fernando Passos
Creative Director: Julie Rutigliano
Copywriter: Cain Luke
Art Director: Monica Andrade
Head of Art: Eduardo “Dudu” Gomes
Design Director: Luis Bacellar
Designer: Gabriel Iatchuk
Executive Producer: Darbi Fretwell
Producer: Kasia Olczak
Director of Business Affairs: Shirley White
Business Affairs Manager: Stephany Stinson
President, East: Mona Gonzalez
Director of Brand Management, East: Erin Shanahan
Brand Director: Erica Black
Brand Supervisor: Melanie Christian
Brand Strategy Director: John Redmond
Director of Communications Strategy & Media, East: Breanne Brock
Media Supervisor: Stewart Goosens
Social Strategy Director: Kathy Garfield
Director: Brody Bernheisel
Director of Content Production: Josh Diaz
Line Producer: Rob Cristiano
Director of Photography: Darin Quan
Director of Photography: Noah Fowler
Production Coordinator: Patrick Nichols
Production Assistant: Aiman Morounfolu Mimiko
Production Assistant: Dominic Floreno
Post Producer: Michael Giron
Editor: Mitchell Hunter
Editor: Ezequiel Sarudiansky
Editor: Brandon Boudreaux
Lead Motion Graphics Designer: Brady Lowery
Color: Nick Sanders
Mix & Sound Design: Joel Hopper
Senior Director Brand Marketing: Andre Quadra
Senior Manager Digital Marketing: Myles Jordan
Senior Manager Trade Marketing: Susan Lanza
Marketing Manager Brand Marketing: Deborah Santos
Manager Digital Marketing: Jaclyn Dygos
Assistant Manager Content Creation: Dalton Ryan
Digital Marketing Assistant Manager: Rossana Tagliabue
Sammy Terry: Web Content Specialist
Elan Santana: Graphics Designer
