Cannes Contenders: Ogilvy Taiwan
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Ogilvy Taiwan
Don’t underestimate the power of children. They can accomplish far more than grown-ups imagine. To protest the serious air pollution plaguing Taiwan, more than 1,000 kids created artistic gas masks with their own hands. Then they marched in the streets and presented a white paper to government officials. These energetic initiatives won commitments from the government and drew the attention of the public. News of the movement was even broadcast in New York’s Time Square. Like an army that can’t be ignored, these innocent children spoke out with a mighty voice against the air pollution that threatens their future.
Ogilvy Taiwan
How could an old-school retail chain positioned as a place to “save money” connect with fashion-forward young people?
Pxmart grocery stores transformed their ever-present plastic grocery bag into a glamorous fashion accessory. We invited stylishly dressed young people to pose for photo shoots holding the bags, and to declare the new generation’s standpoint on saving money. As a result, we generated a dialogue, with clearly perceptible impact.
Ogilvy Taiwan
The “7-Eleven Piano Coin Donation Box” is a piano that turns love into music, and it’s also a donation box that coaxes more love out of people’s pockets.
In Taiwan every 7-Eleven store has a charity donation box, but most customers never even notice. To make the public pay fresh attention to these inconspicuous boxes and take the time to toss in their change, Ogilvy invented a special “Piano Coin Donation Box.” By simply dropping a coin in one of the slots, anyone could make a euphonious note rise from the piano. Donating spare change became an enchanting experience, leading all sorts of people to take joy in giving.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.