SEE THE LOVE

Short List
TitleSEE THE LOVE
BrandFRANZ
Product / ServiceCHINA PLATES EXHIBITION
CategoryD01. Event & Field Marketing
EntrantOGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
DM/Advertising Agency:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI

Credits

Credits

Name Company Position
Jennifer Hu Ogilvy & Mather Taiwan Executive Creative Director
Jennifer Hu Ogilvy & Mather Taiwan Copywriter
Matt Chen Ogilvy & Mather Taiwan Copywriter
Leah Chen Ogilvy & Mather Taiwan Art Director
Kenny Chian Ogilvy & Mather Taiwan Art Director
Abby Ku Ogilvy & Mather Taiwan Agency Producer
Chuang, Chiu-Chi Ogilvy & Mather Taiwan Agency Producer
Chu, Yu-Min Unison Art Association Executive Director
Hong, Yu-Cheng Unison Art Association Illustrator
Chu, Chien-Chen Unison Art Association Art Director
Masami Kamiyama Director
Awing Chen Ogilvy & Mather Taiwan Copywriter

The Brief

Franz, a brand of delicate china, is often found in the homes of the wealthy and given as gifts. How can Franz become more approachable for more people and turn into a symbol of heartfelt emotion and everlasting love, rather than luxury d├ęcor?

Creative Execution

Franz is a disigner brand of fine china. This brand campaign used ordinary people and their love as design material to create their own piece of customized china.

Describe the creative solution to the brief/objective.

We created 'See The Love', a brand campaign and experimental exhibition, under the simple concept of 'make invisible love visible'. For pairs of people (family, married couples, lovers, friends), we recorded their brainwaves and heartbeats, a representation of emotions, memories and love, and visualized them on white china plates, using several of Franz's popular patterns from nature. Participants created a plate together and were able to actually see their love, without any words or language. 15 days later, participants received their plates. Every plate is the only one of its kind in the world because every love is completely unique.

Results

Online registration reached its quota within 3 days. Over 90,000 viewers visited the website within 1 week, three times the average. On-site registration at the exhibition exceeded capacity every day. Many news channels showed up to report our story. We even received requests to extend the exhibition. But nothing can compare to the touching moments we witnessed everyday on site, like when a family was brought back together. Once torn apart by their son's depression, the family rediscovered their love at the exhibition and embraced each other in tears. This was truly the best result.