Meet the 'Air-Care Experts' in Humanaut’s Latest Campaign for Blueair

Creative agency Humanaut is launching a new advertising campaign for Blueair air purifiers, 'Air Designed for a Better Life'. The focus? How clean air can impact and improve your quality of life vs. how the machines work. 

Blueair’s products create air that’s free from 99.97% of pollutants, distracting allergens, undesirable odors and unhealthy germs. They are also known for creating air purifiers that incorporate high performance, low noise, and sleek, modern Scandinavian design. 

“We are thrilled to launch our latest campaign,” says Lara Kerbaj, CMO at Blueair. “With people taking control of their health and optimizing every part of their lives, our campaign sheds light on the importance of clean indoor air and how it impacts your sleep, mood and physical health—and even the health of your pets! While we’re serious about our superior smart tech and premium innovations, we want you to have a bit of fun watching our campaigns and relate to those little daily inconveniences that could simply be solved with an air-care device.”

In a competitive landscape filled with options competing on price, performance and reviews, Blueair wanted to stand out by being seen as the leading air-care brand. Air is the precious resource that keeps us all alive and surrounds us 100% of the time. According to the EPA, the air that we breathe most—which is in our homes—can be up to five times more polluted than the air outside.  

“In a category dominated by technical CGI product demos, we wanted to make Blueair stand out as the leader in air wellness,” said Bethany Maxfield, creative director at Humanaut. “To do that, we wanted to make air purification feel more personal by bringing to life the emotional and physical benefits of breathing clean air.” 

The ads take place in a cool, modern lab where brand scientists conduct experiments in glass boxes while explaining how its purifiers transform contaminants such as ceiling-fan dust, pet odors and burnt microwave popcorn into purified Blueair. They then resolve in the home, where the users experience life-breathing clean Blueair with the pollutants removed.

'Air Designed for a Better Life' will run in video, static, and programmatic formats on YouTube, Meta and Prime. Videos in 30, 15, and 6-second executions feature several product families and end cards.

Humanaut began working with Blueair on a project basis in 2020.