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On 17th August, following the hottest July on record for New York City, with heat records being set in a number of US cities, air- conditioner brand Midea teamed up with creative … read moreagency Pereira O'Dell to treat New Yorkers to a 90-minute film featuring the Midea U, at Manhattan cinema 'Village Easy by Angelika'. New Yorkers were able to escape the heat of the city to the air conditioned cinema, to attend the premiere of '90 minutes of air conditioning' - a feature length film about an air conditioiner cooling an NYC apartment - accompanied by free popcorn and soda. Pereira O’Dell entertainment conceived the Warholian 90-minute film starring the air conditioning unit Midea U, seizing the moment of the record-breaking NYC summer heatwave, combined with the New York habit of escaping to an air-conditioned cinema when it’s really hot outside. 60 and 15 second clips of ‘90 Minutes of Air Conditioning’ will run on social channels and give more people the chance to ‘watch’ the film, and laugh at the insider joke riffing on the NYers habit of going to an air conditioned cinema to escape summer heatwaves. Rather than tell people to turn off the phones, as is usual at the cinema, the film encouraged people to keep theirs on, chat during the movie, watch something on their phones and enjoy being cool. A film about an air conditioner. For 90 minutes. An epic feature length film created to be the perfect excuse, so that NYers could get some sweet sweet AC on a hot day. A cinematic experience designed to be viewed on the big screen of a chilly theater or at home with Midea’s best-selling window AC Unit, the Midea U.
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Credits
Other credits
Agency
Mona Gonzalez - President, East
Eduardo "Dudu" Gomez - Head of Art
Luis Bacellar - Design Director
Gabriel Iatchuk - Designer
John Redmond- Brand Strategy Director
Breanne Brock - Diretor of Communications Strategy and Media, East
Stewart Goossens - Media Supervisor
Erin Shanahan - Director of Brand Management
Erica Black - Brand Director
Melanie Christian - Brand Supervisor
Shirley White - Director of Business Affairs
Stephany Stinson - Manager of Business Affairs
Production
Josh Diaz - Director of Content Production
Rob Cristiano - Line Producer
Patrick Nichols - Production Coordinator
Aiman Morounfolu Mimiko - Production Assistant
Dominic Floreno - Production Assistant
Mitchell Hunter - Editor
Brady Lowery - Lead Motion Graphics Designer
MIchael Giron - Post Producer
Joel Hopper - Mix & Sound Design
Nick Sanders - Colorist
Client
Andre Quadra - Senior Director Brand Marketing
Myles Jordan - Senior Manager Digital Marketing
Susan Lanza - Senior Manager Trade Marketing
Deborah Santos - Marketing Manager
Jaclyn Dygos - Manager Digital Marketing
Dalton Ryan - Assistant Manager Content Creation
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