Toshiba had strong brand recognition for computing and entertainment technology, but were virtually unknown when it came to airconditioning. At The Collaborative Agency, Malcolm teamed up with Bill Hayes to disrupt the category with a targeted summertime campaign.

They created a quirky commercial which ran during summer breakfast TV, straight after the morning weather report. This was complemented  with playful print and online to position Toshiba air conditioners as the antidote to the Australian summer.