| Title | BURNING STAMP |
| Brand | FIVE KING CEREALS INDUSTRY |
| Product / Service | ERA 20% BROWN RICE + 80% PLAIN RICE |
| Category | A01. Food Products |
| Entrant | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company: | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency: | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
| Production Company: | SPRING FILMS Taipei, CHINESE TAIPEI |
| Name | Position |
|---|---|
| Jennifer Hu | Executive Creative Director |
| Jimi Hsieh | Creative Director |
| York Tsai | Copywriter |
| Akiko Chung | Art Director |
| Roi Lin | Agency Producer |
| Lo/Ging-Zim | Director |
In Taiwan, 95% of consuumers understand the nutrition of brown rice, but nearly 85% of them dislike the taste of it andthus hurting mother's feelings. How to make mothers, in full charge of cooking, interested in re-trying cooking brown rice and resonate consumers with this new brand with competition against three major players in the rice market. We tell a story about 'a mother's broken heart'.