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Haier and Special Group Show That Unrequited Love is No Barrier for Getting Laundry Done

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The campaign follows flatmates Dan and Lucy

Haier and Special Group Show That Unrequited Love is No Barrier for Getting Laundry Done
Haier has launched its innovative TwinTasker dual drum washing machine via Special Group Australia in a national campaign. 

As the World's Number 1 Brand of Major Appliances, Haier is further establishing itself in the Australian market - launching the world's first dual drum washing machine, the Haier TwinTasker that allows you to wash two loads together, or separately, on independent cycles.


HaierTwinTasker_30_TVCv2.jpgIn a series of films that will show on TV and through digital channels we meet a pair of flatmates, one who has been firmly put in the friend zone. While Dan and Lucy have been living together for quite a few years, Lucy has no idea that Dan is hopelessly in love with her. Embracing an optimistic outlook, Dan seeks any chance he can get to spend time with Lucy - even using the opportunity to do his laundry alongside Lucy as a way to win her over.  They do everything together. But not together together.

Says Cade Heyde, managing partner, Special Group: "We wanted to make sure this campaign didn't get lost in the clutter and dreariness of the category. But rather, to have a little fun with the truth of what it means to be able to wash your clothes together in a way that brings humanity and humour to a category that's frankly, dominated by selling features."

Says Olivia Anderson, senior brand manager, Haier: "We wanted to explain the innovation of this award winning product, but without the usual techno-babble that accompanies new product launches. It was important for Haier to relate to the consumer on a personal level, and also drive its brand personality and down-to-earth humour in what is traditionally a rather stark appliance industry. So how do you communicate two independent direct drive motors and wash cycles in a way that is relatable, and funny? For us it was clear: "Together. But not together together".

The campaign launches on Sunday 29th October and will run nationally on TV, outdoor and via social with five films.
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Assistant Brand Manager: Lisa Cooke

Media Agency

Media Agency: Slingshot

Creative Agency

Creative Agency: Special Group Australia

Creatives: Ben Alder & Michael Dawson

Head of Strategy: Dave Hartmann

Managing Partner: Cade Heyde

Photographer: Ian Butterworth

Print Producer: Laura Midalia

TV Producer: Paul Johnston

Production Company

Director: Trevor Clarence

Executive Producers: Michael Ritchie, Pip Smart

Managing Director: Michael Ritchie

Producer: Nicole Crozier

Production Company: Revolver/Will O'Rourke


Sound Design: Rumble Studios


Edit Company: Alt.VFX

Special Group Sydney, Mon, 30 Oct 2017 05:20:11 GMT