THE PISCES WOMAN

Short List
TitleTHE PISCES WOMAN
ClientISABELLE
Product / ServiceWEDDING CAKE
CategoryA01. Food Products
EntrantBATES TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:BATES TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency:BATES TAIWAN Taipei, CHINESE TAIPEI
Production Company:GREATLAND FILMS Taipei, CHINESE TAIPEI

Credits

Executive Creative DirectorRichard Yu
Creative DirectorLion Tsai
CopywriterLion Tsai/Renee Chen
Agency ProducerRay Chang
Account SupervisorHenry Chu/Jojo Tsai/Alin Chen/Val Chang/Margaret Lin
DirectorLo Ging Zim
ProducerRay Chang
Art DirectorRichard Yu/Alex Liu/Peggy Chen
Post ProductionGreatland Films

Brief Explanation

ISABELLE is the famous brand of wedding cakes in Taiwan, the identifiable slogan “Marry me!” is also as well-known as its brand. However, during the financial crisis the marriageable men and women feared for marriage or married later, those phenomena caused the marriage rate to decline in Taiwan, and also impacting the sales volume of wedding cakes. For that reason, the advertising strategy of ISABELLE in 2009 focused on continuing the slogan “Marry me!” and separated from competitors’ advertising theme, exotic romance, which is far away from real life of the people at marriageable age. Consequently, we would like to design an advertising which closes to real life of consumers and makes the brand image of ISABELLE younger and more real, moreover, rising the brand favourability of young generation and creating a popular topic for the marriageable men and women who are aged 25 to 35. Under the situation of low marriage rate, we attempted through the advertising to bring out the idea of marriage and motivate our target audiences say out “Marry me!” bravely. Afterwards, the marriage rate could be rose, the sales volume of wedding cakes could be increased as well.