{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF TALENT\/CELEBRITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU CREATIVE TAIWAN, TAIPEI","is_link":false},{"keyword":"TITLE","content":"SAY IT PROND","is_link":false},{"keyword":"BRAND","content":"SPEAK","is_link":false},{"keyword":"ADVERTISER","content":"SPEAKEASY LABS, INC.","is_link":false},{"keyword":"AGENCY","content":"DENTSU CREATIVE TAIWAN, TAIPEI","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"GARY CHI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"ALICE CHOU","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"VIVIEN CHOU","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TREE CHEN","is_link":false},{"keyword":"ART DIRECTOR","content":"ALICE LIN","is_link":false},{"keyword":"COPYWRITER","content":"AMY LIU","is_link":false},{"keyword":"AGENCY PRODUCER","content":"JEFFREY HO","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"JULIA CHU","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"YIHSIEN CHEN","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"PEI JHENG LIN","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"SABRINA CHAN","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"YUAN YEH\/ELLIANA LIN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"CORE FILM PRODUCTION LTD., TAIPEI","is_link":false},{"keyword":"DIRECTOR","content":"YANG-CHUNG FAN","is_link":false},{"keyword":"ENGLISH SYNOPSIS","content":"SYNOPSIS\r<br>Lee Yang, 2-time Olympic gold medalist and proud broken English speaker, stars in Speak's ad as its newly appointed brand ambassador. Using his unpolished English, he speaks earnestly through the film to inspire Taiwan to speak without any fear of making mistakes, adding that one must say things wrong first in order to get better.\r<br>\r<br>SCRIPT\r<br>Lee Yang:\r<br>(In mandarin)\r<br>If broken English were an Olympic sport, I’d still win Gold. \r<br>\r<br>(In English, with occasional mandarin sandwiched in between)\r<br>My English….[makes swishing sound effects]…is very good.\r<br>Hi. Thank you. Okay. Good. \r<br>Today, I…have become Speak’s brand ambassador. \r<br>Because I no shy. \r<br>Cross. Run. Coffee one. Coffee two. Coffee more more. \r<br>People laugh. \r<br>It’s fine. Just say it. \r<br>I say English very poor. I’m…prond. P-R-O-N-D. \r<br>You wrong first. Your English will get better than better.  \r<br>","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"Taiwanese people are afraid to speak English. The problem isn’t the lack of ability, but the lack of confidence and the fear of making mistakes. \r<br>Rather than protecting Taiwanese learners from making mistakes, Speak leaned into it. \r<br>Speak partnered with Lee Yang, 2-time Olympic gold medalist with famously bad English, and made him the industry’s first-ever “Broken English Ambassador.” The campaign wasn’t going to polish his English, but for it to be heard as is; imperfectly. We embraced his famous mispronunciation of “proud” as “PROND,” and transformed the punchline into a symbol of confidence. \r<br>“PROND” went on to become an internet slang and a cultural movement. It galvanized Taiwanese people with the confidence to speak without fear of making mistakes, and transformed broken English from shame to a symbol of pride and progress. \r<br>By giving Taiwan a role model who spoke imperfectly without shame, the campaign made speaking broken English something to be proud of rather than embarrassed, and made it culturally permissible to speak openly without fear.\r<br>This cultural movement drove Speak to #1 on Apple’s educational apps charts during the campaign’s run, and proved that confidence is what drives real cultural change. When fear subsides, progress follows. \r<br>","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}