Mitsubishi Heavy Industries takes air exploration to the extreme in new work via Connecting Plots


Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched a new campaign with Connecting Plots under its brand positioning ‘The Experts in Air’.


The new campaign continues to build on its rich engineering heritage, constant innovation and high customer satisfaction and trust scores through the Canstar and Choice Awards.

The campaign, directed by Tony Rogers from Guilty, puts a playful spin on the simple thought that to truly understand air, MHIAA technicians take air exploration to the extreme. To keep customers truly satisfied they continually explore the air, in ways that go above and beyond pure engineering and science.

Says Dave Jansen, co-founder and creative partner at Connecting Plots: “Air conditioning isn’t a particularly exciting purchase for anyone and the way the category advertises is formulaic and incredibly rational. Hopefully this gives people something different to think about so that when the day comes to purchase A/C, we’re the brand they think of.”

Says Jenny Perello, executive marketing manager, MHIAA: “This work continues our journey of pushing MHIAA to be more distinct in a category of sameness. The Experts in Air platform has already delivered strong growth for the business with a significant increase in sales YTD.”

The campaign launched on Sunday 17 July across TV, online, social, print and POS, working alongside media agency Speed.

Client: Mitsubishi Heavy Industries Air-Conditioners Australia
Marketing Manager: Jenny Perello
Marketing Coordinator: Glen Alcock
Marketing Coordinator: Rebecca Vitetta

Creative Agency: Connecting Plots
Co-Founder / Creative Partner: David Jansen
Creative Director: Chris Johnson
Strategy Director: Tim Collier
Client Partner: Gemma ap Geraint
Integrated Project Director: Gemma Barr
Senior Writer: Steve May
Senior Art Director: Scott Sparks
Design Director: Joe Davies-Griffith
Senior Motion Graphic Designer: Victor Rodriguez
Senior Integrated Producer: Bonnie Ledsam

Production Company: Guilty
Director: Tony Rogers
Producer: Jason Byrne
Line Producer: Victoria Schaw
Production Coordinator: Jack Davies
DOP: Joey Knox
Casting: Chameleon Casting
Offline: Tim Parrington
Grade: Edel Rafferty
Online: Jon Holmes

Music and Sound: MassiveMusic Sydney
Composer: Adrian Sergovich
Sound Designer: Damian Waddell
Sound Producers: Ian Lew & Georgia Yuncken

Media Agency: Speed

Mitsubishi Heavy Industries takes air exploration to the extreme in new work via Connecting Plots