CULTURAL TRUTH

In Iraq, AC brands were everywhere, but none felt like leaders. To many, AUX was just another “small brand” in a noisy market. Iraqis didn’t trust it could stand against the heat, or the competition.

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AUX had to stop being “one of many” and prove itself as the brand that owns the atmosphere.

We created Iraq’s first full 360° TVC-led campaign:

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- Abold anthem film with goalkeeper Noor Sabri flipping the script: اگلبها اواكس (Flip it to AUX).

- Amulti-channel rollout across TV, digital, outdoor, and social, eachtailored to its audience.

- Aunifying catchphrase “Ok..K..K..K”that turned into cultural shorthand.

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2M+ views in just 24 hours.

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