AUX: Rule the Atmosphere

Turning summer heat into a bold invitation to take control, with Noor Sabri at the centre of AUX's campaign.

Client

•

AUX - Air conditioning

Service

•

360° Campaign

The challenge

In a crowded air-conditioning category, AUX needed a more confident place in people's minds. The brief was to make the brand feel equal to the demands of an Iraqi summer.

The idea

Rule the Atmosphere.

A direct invitation to take control: اگلبها اواكس. Flip it to AUX.

We built the idea around a familiar expression for changing the situation, giving the product message a voice people could recognise.

The execution

Noor Sabri led an anthem film built around humour, familiar situations and the recurring “Ok..K..K..K” expression.

The campaign continued across TV, digital, outdoor and social, with executions adapted for their audiences and a consistent verbal identity.

The reported response

2M+ organic Facebook views in the first 24 hours.

Agency-reported figure. The first-day response also appears in the campaign's Ads of the World submission. Views do not represent unique people.

Featured on Ads of the World

Our AUX campaign was published on Ads of the World and featured on its official Instagram account.

View the campaign on Ads of the World

Credits

Creative agency: BeRed
Production: Framevision
Director: Dhafer Ayad
Featuring: Noor Sabri