Brief Explanation

The objective was to convey BlackBerry brand message “ Action Starts Here”. Society Background: These years, Taiwan has been struggling in a severe challenge – the existing competitive advantage is disappearing, but people are not encouraged to take adventure and look for new opportunities. One of the main obstacles is “conservative culture”. Instead of encouraging people to take risk and take action, our culture tends to ask young people play safe and tell them” it’s impossible to make it”. In past decades, Taiwan played a key role to manufacture high tech products for global brands. OEM and ODM business mainly supported Taiwan economics; the whole society urged young talents to take a job in those OEM, ODM companies where provided a great package. Unfortunately, Taiwan OEM and ODM companies are losing their advantage because of low cost competition from Mainland China and Southeast Asian countries, going from bad to worse. These companies laid off lots of talented people; the society became depressed and negative. We intended to bring the society and young people a positive perspective via sharing true “action taking” stories. Hope the story could inspire people to break the rules and take action to create a new path.