Selling warmth in the Nordic region is a unique creative challenge. For people in Denmark, Finland, Sweden, Norway and Iceland, warmth is not simply a product benefit. It is already deeply embedded in everyday life, from cozy family gatherings to cultural ideas such as hygge—the feeling of comfort, connection and wellbeing.

For heating brands, the challenge is no longer only about communicating temperature, efficiency or technology. It is about creating an emotional reason for consumers to choose one brand over another. For F5 Shanghai and Midea conquering that challenge began with a question – how can warmth become something people experience, remember and share, rather than simply something they receive?  

The answer was to transform warmth from an invisible product benefit into a playful family experience. The film, durected by Kevork Aslanyan, premiered at IFA Berlin 2026 as part of Midea’s global brand communication. It draws inspiration from the tradition of Nordic fairy tales, where ordinary worlds can suddenly become filled with imagination. However, the storytelling avoids exaggerated fantasy. Instead, it creates contrast between extraordinary events and natural human reactions. A heatball transforms the living room into a tropical environment, but the family responds with the calm curiosity of everyday life and play.

Adams Fan, chief creative officer of F5 Shanghai, approached the film by combining a childlike sense of wonder with Nordic visual restraint. “The challenge was creating something magical while keeping the family completely authentic. The fantasy works because the emotions remain real, the relationship between the family members is always at the centre,” he stated.

“Warmth is a familiar emotional territory, especially in Nordic culture. Traditional expressions of warmth often rely on recognisable symbols: fireplaces, blankets, candles, hot drinks and quiet family moments. While these images feel authentic, they have also become increasingly expected within the category. The strategic challenge was to find a fresher way to make warmth distinctive. We explored the meaning behind [ongoing platform] Share the Warmth. Instead of treating warmth as an atmosphere, we asked: what if warmth was something people could physically share? This shift changed the role of warmth from a passive feeling into an active experience. Rather than simply showing a warm home, we showed how warmth could create moments of connection, imagination and play between family members. This approach allowed Midea’s product benefit to move beyond function and become part of a larger emotional story,” added Jimyi Xu, global marketing director of F5 Shanghai.

“For us, warmth is not only about creating the right temperature. It is about creating meaningful moments in people’s everyday lives. With Heatball Fight, we wanted to express our brand idea of Share the Warmth in a way that feels emotional, memorable and relevant to Nordic families. The campaign shows that our products are not only part of the home environment; they can become part of the experiences and connections people create together,” noted Renee Huang, European marketing director, Midea Residential Air Conditioning.

Credits
Client: Midea
Creative Agency: F5 Shanghai
Production Company: SHANSHI
Director: Kevork Aslanyan
Editing: Lyubo Kirov
Music: Simon Lundsgaard
Sound Design: John Green
Colour Grading: Viktor Malygin