SEE THE LOVE

TitleSEE THE LOVE
ClientFRANZ CHINA COLLECTION
Product / ServiceFRANZ CHINA COLLECTION
EntrantOGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI

Credits

The Campaign

This is an experiment to record the human brain wave and heartbeat, and transform the invisible, untouchable love into something humanly we can actually see and touch; and it is also a creation of love, for two people who love each other, and to share in this experience together.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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. We communicate through the following channels: - Release news of exhibition on website - Recruit experimenter on website - Illustrate the purpose of the exhibition by online video/banner - Press conference - Bulletin board around the exhibition - Recommendation from participant bloggers and celebrities

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 Exective 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