Midea Launches "Heatball Fight" Winter Campaign for Nordic Markets at IFA Berlin 2026

Midea (美的), the Chinese home appliance manufacturer, will debut a winter brand film titled "Heatball Fight" at IFA Berlin on November 1, 2026. The campaign was developed in partnership with F5 Shanghai (F5 上海) and targets five Nordic markets: Denmark, Finland, Sweden, Norway, and Iceland.

The film centers on a family snowbound by a blizzard. When the children cannot go outside to play, their father notices a glowing ball of warmth emanating from Midea heating equipment. The family turns the object into an indoor game, passing it between members as the household transforms around them — houseplants become tropical gardens, a fish tank becomes an underwater world, Christmas lights become fireflies, and the sun from a painting enters the room. The narrative weaves together Midea's air conditioning, heating, and other home appliance products within a single story arc.

The campaign extends Midea's existing "Share the Warmth" brand platform. By anchoring the launch to IFA Berlin — one of the world's largest consumer electronics trade shows — Midea positions the film for both trade and consumer audiences in markets where winter heating is a practical and culturally resonant concern.

Choosing IFA Berlin as the launch platform reflects a deliberate strategy for Chinese appliance brands seeking credibility in European markets, where trade-show debuts carry weight with both retail buyers and specialist press. The Nordic focus is a logical fit: cold-climate households represent a high-value segment for heating products, and a warmth-themed emotional narrative addresses a genuine seasonal need rather than a constructed one.