Cannes Contenders: Ogilvy & Mather 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 & Mather Taiwan
In the eyes of Taiwan’s youth, PX Mart’s “affordable and down-to-earth” reputation seemed old and unstylish. So we gave cheap, commonplace PX Mart plastic grocery bags a radical makeover. By transforming them into a chic hand-crafted fashion handbag collection, we made saving money into a youthful fashion statement. The result was a hit, and store members under 19 years of age increased by 11% with sales revenues growing by 20%.
Ogilvy & Mather Taiwan
Whilst the western world has Halloween, the Chinese have the Hungry Ghost Festival. On the 7th month of the lunar calendar, the Chinese believe the souls of the dead leave the underworld to roam the earth seeking nourishment. If unappeased these souls get up to mischief, so people offer provisions to feed and appease the lost spirits. And the more they buy, the better business gets for supermarket PX Mart. Our idea was that ghosts can’t be seen – we would open their eyes to the spirit world with a supernatural event – the first TV show in history with invisible stars. Our campaign sparked discussions and debate in the online world, and drove engagement with mystery solving solutions that encouraged consumers to buy more provisions. https://player.vimeo.com/video/217487363
We are inviting agencies 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.