Cannes Contenders: ADK 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…
ADK Taiwan
The coffee culture is quite deep rooted amongst the Taiwanese. To most people in Taiwan, coffee drinking experience is strongly synonymous with romance. Seine River Cafe a popular french coffee brand in Taiwan, over the years had appropriated the notion of romance through French scenes and imagery. But the brand was gradually losing relevance. This was because, for the youth, their primary target audience, this generic imagery had low conversation value leading to disengagement.
Our idea was to awaken the Taiwanese youth to find a new way to seek and express their love, The French way. We captured three extremely local contexts and situations that the Taiwanese youth could relate with. The twist was that the stories were narrated through the lens of popular French sayings about romance, thus brewing our very own language of love.
These French Sayings gave the youth a fresh take on love that they could more openly embrace, and the brand, a new conversation starter around romance.
ADK Taiwan
Since 2002, Cha-Li-Won, first targeting the junior office workers in Taiwan bottled tea drink market, has been a leading brand of local bottled tea drink in Taiwan. However, more and more competitors duplicate its business model to take a bite out of the market and it also faced the problem of the ageing brand.
Therefore, Cha-Li-Won decided to launch a limited bottle design – “Dream Bottle” to remind consumers that only Cha-Li-Won can understand the junior office workers’ minds.
We launched a series of 15 versions of “Dream Bottle” and each bottle had a sentence re-defining the office life. We chose 5 topics from the 15 bottle designs, Clocking-In, Pantry, Colleagues, Late For Work and Salary to develop a fantasy drama happened in the office.
ADK Taiwan
To promote the toughest award show in Greater China – Longxi Awards, we have used a metaphor: The beautiful but deadly fighting fish whose inherent instinct is to be the last one standing – much like all the beautiful work competing for the top honor.
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.