Midea Launches #NoHeatCanBeatYourDreams Campaign with Emotional True Story
JWT Bangkok's ‘Good Night Paola’ features Brazilian model Paola Antonini who lost her leg in a car accident, but never ceased to pursue her dreams
Appliance manufacturer Midea and J. Walter Thompson Bangkok have teamed up with famed Thai director Nattawut “Baz” Poonpiriya of Bad Genius to create an emotional story about Paola Antonini, a Brazilian model who lost her leg in a car accident, but never ceased to pursue her dreams. The film follows her journey on a treacherous path towards becoming a model, starring Antonini herself.
“Midea not only gives you cooling comfort for a restful night but also the inspiration to pursue and reach your dreams” says Thasorn Boonyanate, creative director, J. Walter Thompson Bangkok, elaborating on the concept of the film. ‘Good Night Paola’ launches Midea’s global campaign #NoHeatCanBeatYourDreams.
Globally, people encounter different obstacles in pursuing their dreams, including social pressure, financial difficulties, and physical limitations. In Thailand, approximately three percent of population are people with disabilities, who have been fighting for equal rights and opportunities to fulfill their dreams.
“The #NoHeatCanBeatYourDreams campaign aims to encourage our audiences to overcome obstacles for their cherished dreams.” says Tony Liu, general manager of Midea Air Conditioner Business Unit (Thailand). “Midea residential AC is always there to protect your dreams through any source of heat in life.”
First launched in Thailand, the campaign will soon follow in other countries, including Latin America.