Brief Explanation

While other brands including Samsung and LG placed technology and functions as the marketing point, we acknowledged that positioning WinixTowerXQ into high-functioning air-purifier market with expectation for sales was a challenge. Hence, we found a way that is beyond façade of logic and persuasion but bringing what cannot be seen to the eyes of people. We focused our creative concept on showing the flow of unseeable ultra-fine dust while existing players emphasized on how well the product can eliminate those dust. In collaboration with German media artist Nils Volker, artistic TVC that depicted imperceptible movement of air through artwork of ‘Lungs breathing Clean Air Through Winix’ was created. Without a single shot of camerawork, Volker’s art came to life purely based on CG which delivered innovative image together with understated beauty and luxurious impression. Shifting gear of creative concept to distinctiveness stimulated consumers’ premium sensitivity and encouraged their purchase decision.