Cannes Contenders: ADK Taiwan

How will Asia-Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

7-ELEVEN Taiwan
The Force of Love

The aging population caused lots of social issues and it has been jeopardizing the disadvantaged elderly in Taiwan.
7-ELEVEN has long been concerned about the disadvantaged elders and want to call out to the young generation to donate positively, improve the quality of disadvantaged elderly’s life.

In order to put 7-ELEVEN’s ideal into practice, the creative team comes up with an idea, “Senior social issues are like monsters, we call out to all youngsters to go full hands on to beat them down!”. And created the world’s first “The Force of Love” donation box. Incarnating 10 most serious social issues of the elderly as 10 monsters and combined with the unique shaped donation box. Ordinary donation suddenly became extraordinary. Instead of putting coins in the donation box, people need to use both of their arms to wrestle with the monsters. Thus, people are not simply donating their money, but at the same time, they are positively defeating the social issues. This certainly attracted young generation to challenge, greatly increasing the frequency of donations and also inspired the young generation to pay more attention to the social issues of the elderly. They have also highly recognized the determination of 7-ELEVEN to actively improve the issue of lonely society.

ACER Swift
Break away from Unnecessary

We created a tetralogy-story film for ACER SWIFT lineup four models laptop. The film allows viewers to experience different stories in a interactive way, the content is close to the experience how our TA feels burden in the workplace. Viewers can switch and watch the inner world of four different characters depend on preference by pressing 1, 3, 5, 7 on the keyboard, whether select the most resonating character or watch all the perspectives,viewers will project self onto those characters. In this way, consumers can clearly understand SWIFT’s product feature “slim and light” and the proposition “break away from the unnecessary” but also recognize the brand value of ACER.

7-ELEVEN CITY CAFE
Savor while it lasts

Cherry-blossom season, is a major seasonal marketing in Taiwan, most of FMCG brands will launch lots of cherry-blossom related product during this period. CITY CAFE is a leading coffee brand and its exquisite advertising are deeply rooted in consumers’ minds. Therefore, in order to stand out in the various competitors, we prefer to tell unique stories linking up with the spirit of cherry-blossom, not using the common approach that competitors usually do – simply exploiting the cherry-blossom appearance on the product package.

We utilized the cherry blossom’s spirit, “vigorously blooms and withers with no hesitation, only pursuing a moment of brilliance.” to come up with an idea, “Savor it while it lasts.”, and producing a branded content film.

Uni Noodle
House of Little Moments Season 3

The idea, “Flavoured by mood”, continued in House of Little Moments Season 3. Different from the previous two seasons, instead of using variety fusion Uni Noodle dish to tell the story, this time the classic noodle is going to be an important factor to lead the story go on, also a trigger to arouse each characters feelings, but still connect characters’ moods with viewers through a Uni Noodle recipe.

Each story all started from one bowl of Uni Noodle, then providing two different thoughts of the characters in one story which allows viewers to choose their prefer perspective to cut into the story and savor it. Viewers will see each character’s own interpretation but also understand another. All these flavors are going to be completely savored by the viewers.