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  • SUB CATEGORY :
    BEST USE OF NON-FICTION FILM
  • COMPANY ENTERING :
    DENTSU TAIWAN INC., TAIPEI
  • ENTRY TITLE :
    SINGLE BELIEF
  • BRAND :
    THE GLENLIVET
  • ADVERTISER :
    PERNOD RICARD TAIWAN
  • AGENCY :
    DENTSU TAIWAN INC., TAIPEI
  • CHIEF CREATIVE OFFICER :
    ALICE CHOU
  • EXECUTIVE CREATIVE DIRECTOR :
    ALICE CHOU
  • CREATIVE DIRECTOR :
    RYAN LIAO
  • COPYWRITER :
    MANG-YUAN CHOU/HARPER CHUANG
  • ART DIRECTOR :
    SEAN TSAI
  • ACCOUNT DIRECTOR :
    DAVID MA/RAINY CHIANG
  • ACCOUNT MANAGER :
    ELSIE LEE
  • ACCOUNT EXECUTIVE :
    KRAMER JU
  • FILM PRODUCTION COMPANY :
    HOME GREEN FILMS CO., TAIPEI
  • DIRECTOR :
    LEE KANG-SHENG
  • FILM PRODUCER :
    TSAI MING-LIANG
  • CAMPAIGN SUMMARY :
    ONE OF THE GLENLIVET’S WELL-KNOWN CHARACTERISTIC IS ITS NEVER CHANGE TASTE SINCE 1824. AT THIS TIME, WE WORKED WITH INTERNATIONALLY RENOWNED FILMMAKERS TSAI MING-LIANG AND LEE KANG-SHENG TO MAKE A FILM “SINGLE BELIEF”. USING AN EXPERIMENTAL FILMMAKING METHOD, WE COMMUNICATED THEIR INSISTENCE ON STAYING TRUE TO THEIR ORIGINAL VISION, AS WELL AS THE GLENLIVET WHISKY’S BRAND SPIRIT OF “SINGLE BELIEF”.
  • THE BRIEF :
    THE GLENLIVET WAS THE FIRST WHISKEY TO GET LICENSED IN 1824. FOR HUNDREDS OF YEARS, IT HAS NEVER CHANGED THE ORIGINAL TASTE AND SET THE STANDARD FOR SINGLE MALT WHISKEY. WE WANT TO MAKE THE GLENLIVET’S BRAND SPIRIT CONCEPT MORE ACCESSIBLE FOR CONSUMERS.
  • THE STRATEGY :
    1.“SINCE 1824, THE GLENLIVET’S TASTE HAS NEVER CHANGED.” WE TOOK THIS “INSISTENCE” AND DEVELOPED THE CONCEPT OF “SINGLE BELIEF”. IN AN AGE OF CONSTANT CHANGE, DARING NOT TO CHANGE IS SOMETHING THAT REQUIRES EVEN MORE COURAGE, AND IS MORE PRECIOUS. IT IS ALSO SOMETHING BETTER SUITED TO BECOME A PROFOUND BRAND SPIRIT. 2.WE CHOSE THE PLATFORM OF “FILM”, A MEDIA MUCH DISCUSSED AND DISSEMINATED IN TAIWAN CULTURE. BOTH FILMS AND WHISKY REQUIRE TIME TO DISTILL. WE COMBINED THE TWO, INVITING EVERYONE TO “TASTE” A GOOD FILM WHILE THEY TASTED GOOD WHISKY. THE EVENT WAS MODELED ON THE CINEMA EXPERIENCE. IT ALSO FEATURED A “WHISKY-TASTING PREMIERE”, ALLOWING THE AUDIENCE TO EXPERIENCE THE GLENLIVET WITH ALL THE FIVE SENSES. 3.WE INVITED TWO FILMMAKERS THAT EMBODY THE BRAND SPIRIT—TSAI MING-LIANG AND LEE KANG-SHENG—TO MAKE THE BRAND MOVIE. FROM BEGINNING TO END, THEY INSIST ON THEIR CREATIVE PROCESS, REFUSING TO CHANGE THEIR ORIGINAL VISION DESPITE THE INTRUSION OF “EXTERNAL NOISE”, AND HAVE GARNERED NUMEROUS INTERNATIONAL AWARDS. THEY TRULY EPITOMIZE THE GLENLIVET’S NEVER-CHANGING WHISKY-MAKING SPIRIT, AND ITS ACHIEVEMENT.
  • THE EXECUTION :
    WE INVITED A PAIR OF FILM COLLABORATORS - TSAI MING-LIANG AND LEE KANG-SHENG, WHO HAVE GARNERED ATTENTION AND CONTROVERSY—AND WON NUMEROUS INTERNATIONAL AWARDS—TO RETURN TO THE SITE OF THEIR FIRST FILM, XIMENDING. USING AN EXPERIMENTAL PERFORMANCE METHOD, THE PEOPLE IN THE SCENES MOVE AROUND AS USUAL, BUT THE ACTOR REMAINS COMPLETELY STATIONARY. THIS EXPRESSES THE CREATIVE CONCEPT THAT, ALTHOUGH THE WORLD IS CHANGING AROUND HIM, HE WILL REMAIN THE SAME. THE COMMERCIAL FILM WAS MADE JUST LIKE A MOVIE. BEFORE SCREENING, A SERIES OF TRAILERS WERE BROADCAST, AND FAMOUS MOVIE STARS AND CRITICS ATTENDED THE PREMIER. IN XIMENDING, WE EVEN BUILT TAIWAN’S FIRST-EVER “WHISKY-TASTING CINEMA”, THE ONLY CINEMA WHERE THE FILM WAS SHOWN. WE EVEN DESIGNED MOVIE TICKETS AND INVITATIONS ESPECIALLY FOR THE EVENT, AND SERVED WHISKY-FLAVORED POPCORN. EVERYONE COULD TASTE A VARIETY OF WHISKIES AS THEY EXPERIENCED THE GLENLIVET’S “SINGLE BELIEF”.
  • THE RESULT :
    1.THIS FILM WAS EXCLUSIVELY SHOWN IN SPECIAL “THE GLENLIVET WHISKY-TASTING THEATERS”, WITH NEARLY 20 SCREENINGS HELD THROUGHOUT TAIWAN. THE “FIRST-EVER MOVIE-WHISKY-TASTING EXPERIENCE” WON COVERAGE IN MAJOR FILM, FASHION, AND BOUTIQUE MAGAZINES, AS WELL AS WORD-OF-MOUTH PRAISE FROM FELLOW AGENCIES AND WHISKY LOVERS ALIKE. IT ALSO ALLOWED CONSUMERS TO MORE PROFOUNDLY EXPERIENCE THE GLENLIVET’S BRAND SPIRIT. 2.ALTOGETHER, NEARLY 100 ADS AND MEDIA REPORTS WERE BROADCAST, CREATING AN ESTIMATED ADVERTISING/PR VALUE OF MORE THAN NT$10 MILLION. 3.THIS CASE HAS WON: 2016 TAIWAN 4A CREATIVE AWARDS-GRAND PRIX,1GOLD,1EXCELLENCE 2016 CHINA4A GOLDEN SEAL(CREATIVE)AWARDS -GRAND PRIX,4 GOLD 2016 AGENCY & ADVERTISER OF THE YEAR(BY BRAIN MAGAZINE & TAA)-SILVER 2016 THE 39TH TIMES ADVERTISING AWARDS-GRAND PRIX,2GOLD,1BRONZE,1EXCELLENCE 2016 TIMES ASIA-PACIFIC ADVERTISING AWARDS-4BRONZE
  • URL :
    https://www.youtube.com/watch?v=EttmYkDi-GM
  • AWARD :
    BRANDED CONTENT
  • SUB CATEGORY :
    BEST USE OF FICTION FILM
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • ENTRY TITLE :
    #TACKLE THE RISK
  • BRAND :
    ACTIVE CARE
  • ADVERTISER :
    AIG JAPAN HOLDINGS
  • AGENCY :
    TBWA\HAKUHODO, TOKYO
  • CHIEF CREATIVE OFFICER :
    KAZOO SATO
  • SENIOR CREATIVE DIRECTOR :
    TAKAHIRO HOSODA
  • COPYWRITER :
    HIROSHI YAMAZAKI
  • SENIOR ART DIRECTOR :
    KEISUKE SHIMIZU
  • ART DIRECTOR :
    YOSUKE SUGIOKA
  • ACCOUNT DIRECTOR :
    KEI KANEKO
  • ACCOUNT MANAGER :
    ISAO ISHII
  • ACCOUNT EXECUTIVE :
    MAMI KONISHO
  • STRATEGIC PLANNING DIRECTOR :
    KEITA KAWAKATSU
  • STRATEGIC PLANNER :
    YOKU ISHIDA
  • GROUP PLANNING DIRECTOR :
    MASA OKAZAKI
  • MEDIA PLANNER :
    TETSUYA UMEDA
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    HISASHI ETO
  • FILM PRODUCER :
    SHUNSUKE NAKAMURA/TAKUMA ISO/RIKI SAKAI
  • PRODUCTION MANAGER :
    MAKOTO TOMINAGA/SEIGO YAMAGITA
  • CAMPAIGN SUMMARY :
    THIS IS A CASE OF A VIRAL FILM CAMPAIGN LEVERAGING SPORTS SPONSORSHIP THAT HAPPENED PRIOR TO THE BRAND LAUNCH ITSELF, WITH NO BROAD MEDIA BUDGET.WE WERE EFFECTIVE ENOUGH, IN TERMS OF THE BEST USE OF CREATIVITY AND SOCIAL MEDIA/PR MIX STRATEGY, TO MAKE HUGE ACHIEVEMENTS QUANTITATIVELY AND QUALITATIVELY – EARNING UNPRECEDENTED NUMBERS OF VIDEO VIEWS, SOCIAL FAN ENGAGEMENTS AND MEDIA VALUE AS WELL AS DRAMATICALLY REVERSING THE REPUTATION OF AIG AMONG SOCIAL MEDIA AND BUSINESS PARTNERS, WHICH WERE A HUGE SUCCESS IN WARMING UP THE MARKET PRIOR TO THE BRAND LAUNCH COMING IN 10 MONTHS.
  • THE BRIEF :
    IN SYNC WITH THE EXPERIENCE OF THE INSURANCE, JAPANESE INSURANCE COMMUNICATION IS USUALLY COMPLEX, PROMOTIONAL AND BORING. AS AIG IS ABOUT TO LAUNCH THEIR NEW BRAND. AIG SONPO UNDER THE VISION IN PROVIDING SERVICES TO MITIGATE RISKS BEFORE HAPPENING, ACTIVE CARE, THEY DESERVED A BOLD COMMUNICATION THAT NOT ONLY DRAWS ATTENTION, BUT ONE THAT WOULD WAKE UP THE INDUSTRY ITSELF.
  • THE STRATEGY :
    TARGET IS PEOPLE WHO WERE PRESUMED TO HAVE LOW INTEREST IN INSURANCE, WHO WERE PROFILED UTILIZING THE FACEBOOK TARGETING FUNCTION. TO PROMOTE VIEW COMPLETION, THE MOVIE WAS DESIGNED TO BE SEEN AS A SPORTS BRAND MESSAGE OR AN ENTERTAINMENT CONTENTS. BRAND NAME AIG SONPO IS ONLY EXPOSED AT THE VERY END OF THE MOVIE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    GRAB THE ATTENTION OF THE AUDIENCE UNINTERESTED IN INSURANCE WITH THE LAUNCH OF THE ALL BLACKS MOVIE. THE MOVIE WAS FIRST FEATURED IN OWNED MEDIA OF ALL BLACKS, NEW ZEALAND RUGBY UNION AND OF COURSE, AIG. AFTER GAINING 10MILLION ORGANIC VIEWS, BOOSTED THE VIEWS BY INCORPORATING ADS AND PR. WE APPROACHED TARGETS SUCH AS POTENTIAL INSURANCE BUYERS AND SPORTS FANS USING THE FACEBOOK TARGETING FUNCTIONS.
  • THE RESULT :
    MARKED 10,000,000 VIEWS WITHIN THREE DAYS AFTER ITS MARCH 31 RELASE. OVER 16,000,000 VIEWS AND 220,000 SHARES/RETWEET WITHIN THE FIRST WEEK, AS OF APRIL 7, 2017. THE MOVIE HAS BEEN SHOWCASED IN ALL BLACKS OFFICIAL ACCOUNT, AND WE CAN SAFELY SAY THAT WE'VE ACHIEVED THE MISSION TO RAISE AWARENESS OF THE NAME AIG NOT IN JAPAN, BUT ALSO UNIVERSALLY.
  • URL :
    https://www.youtube.com/watch?v=nVzzhq5whWE&t=26s