• Digital Media

Daikin Emura

Bitmama’s project for the launch of the new Daikin Emura, an air conditioning system characterized by a neat, clean and elegant design. An object of desire more than an appliance, more decorative than functional. Even more beautiful than useful. The launch was supported by the digital communication campaign www.nontelevendo.it, designed and developed by Bitmama.

There is exasperation of the peculiarity of formal plastic beauty with respect to the technical features, in a sort of paradoxical path which leads to the discovery of the value of the object through the preciousness of the design. The registry chosen for the communication is ironic, with several nonsense turns. The format is that of the viral video. The user participates in a luxurious TV (non)sale, where a gorgeous and ethereal anchorwoman, Giorgia Surina, presents the product without explaining what it is – implied: if you don’t understand it this way, you don’t deserve it – and invites the audience to send an email with the name of the mysterious object. The objective of the TV (non)sale is “choosing” the purchasers, those who have the taste and class so that they can afford “objects for the chosen”.

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