Dentsu Taiwan’s Gold award for “Time Will Tell” at the 2020 New York Festivals Advertising Awards is the latest accolade for the Schroders 11-minute branding film.
“Time Will Tell” won Gold in the Financial Advertising category, as well as two Finalist awards for Branded Content and Entertainment. In the major creative awards, including the latest NY Festivals as well as APAC regional awards – Spikes Asia, One Show China, LIA Chinese Creative Awards, Great Wall China, and Taiwan 4A – it has scooped 8 gold, 7 silver and 4 bronze.
While the Taiwanese are fond of investing, they tend to consider the short term over the long term. Taiwanese believe it takes love, commitment, and time for an investment to prove its worth. In this ever-changing world, centuries-old British investment company Schroders used an 11-minute branding film to reach out to the whole country with a simple question, “What is the most important investment in your life?” Facebook and other platforms recorded an great response.
The film “Time will tell” is based on a true story from World War II involving a personal promise kept for 42 years, reflecting the heritage of Schroders Investments as well as their spirit of loyalty. In every way, from the finely detailed content and cinematography, editing, and impeccable period dress to the award-winning theme song, each elaborate turn-around manages to touch the heart like nothing else, including the final punchline from the mother, “my second son” at the end.
With over 3 million views within a week of launch, nearly 20,000 Like-Discuss-Shares on Facebook and YouTube, a 16% boost in Facebook official fan page followers netting an average 38.61 views/member, as well as much favorable online media coverage and praise from both local and international netizens, the film can be said to have successfully brokered a new dialogue between brand and consumer, revealing to everyone the true value of life.