De’Longhi’s new campaign raises awareness about the dangers of excess humidity, presenting an underlying need for dehumidifiers.
The communication process sheds light on problems that arise in places with high levels of humidity. People often regard mold as an aesthetical problem, rather than a health hazard. Some feel that the problem disappears when concealed with a splash of paint. Hence, the brand’s objective was to familiarise customers with negative health effects caused by mold and present the De’Longhi Dehumidifier as a key solution to the source of such problems.
To alert customers of the invisible threat, TheCreative9 team chose icons, signs and images that reckon “danger.” The campaign artistically forewarns customers of a devious menace. The choice of words such as “attack,” “strike” and “sneak in” is meant to strike a chord, highlighting the severity of the problem.
Since its introduction to Lebanese markets, De’Longhi has established itself as a pioneer in the Air Treatment sector. Fall season recognises high levels of humidity, which is why the brand wished to remind people of the need for dehumidifiers.
Managing Director: Nabil Sargi
Creative Director: Rola Ghotmeh
Art Director: Youmna Sargi / Rola Ghotmeh
Copywriter: Freeda Chehab
Graphic Designer/ Animator: Elsa Antoun
Account handler: Karim Saeed / Mia Moussa
Client: LINEA D
Brand: De'Longhi Lebanon
Product: De'Longhi Dehumidifier