Sharp launches air purifier campaign

The creative visuals show a troop of virus, molds and allergens in various crayon colours and abstract shapes, marching into a giant animated nostril.

The use of surreal illustrations, by American illustrator Ronald Kurniawan, was a conscious decision by the agency in order to present dangerous elements in a less intimidating light.

Queenie Fan, group account director of M&C Saatchi said: “We opted for a light-hearted and surreal visuals to raise the awareness of the serious air pollution problem and just how many harmful substances we are exposed to in our daily environment, even at home.”

The campaign was created by M&C Saatchi Hong Kong which won the Sharp account last year, together with media partner Mindshare. The print campaign is running in all major newspapers targeting the mass working population, supported by POP in home appliance retails like Broadway.

Sharp’s air purifier is the market leader in Japan, though Panasonic is the top home appliance brand in Hong Kong.