You wouldn’t eat it, Why breathe it?

Panasonic Malaysia and Naga DDB Tribal turn invisible air into visible “Airdibles”’

When it comes to indoor air, most Malaysians are unaware that air pollutants can get up to 10 times worse than the outdoors. The fact that our lifestyle today means we spend more time indoors, we are more likely to be affected by exposure to indoor pollutants.

With that in mind, Panasonic Malaysia introduced nanoeTM Technology into their line of air conditioners. It’s a built-in air purifying system that removes 99% of indoor air pollutants.

However, because air is something people can’t see, they often choose to take indoor air quality for granted.

In bringing visibility to the problem, Panasonic worked with Naga DDB Tribal to create Airdibles, a creative campaign that uses indoor pollutants as ingredients to form iconic Malaysian cuisine such as Nasi Lemak, Teh Tarik and Curry Puff.


“We figured that people wouldn’t consciously eat or drink anything dirty. But what they don’t realise is that they’re already “consuming” it by breathing in air pollutants on a daily basis. So the idea was to turn air into something tangible, something that Malaysians would immediately recognize,” said Jerome Jambu, Associate Creative Director of Naga DDB Tribal.

The campaign kicked off with 3 main videos launched on social media platforms. Made to mirror recipe videos, air pollutants such as dust, hair, mould, and pet fur were used as the main ingredients to make the “Airdibles”. Following the recipe videos, a 2-minute web film was released to address myths about indoor air, explaining how nanoeTM Technology works to remove indoor pollutants.

The videos lead viewers to a webpage, where they can learn more about how much pollutants it takes to create an “Airdibles” delicacy. The webpage also includes a few interactive features and a section about Panasonic nanoeTM Technology air conditioners.

Since its launch on 12 July 2018, the 3 recipe videos have collectively earned 1.5 million views on Facebook and the web film has garnered over 700K views on Youtube.

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