CONTROLLED DRUG NOW ON SALE

TitleCONTROLLED DRUG NOW ON SALE
Brand"MOM LOVES TAIWAN” ANTI-NUCLEAR ALLIANCE
Product / ServiceSUPERVISE NUCLEAR POWER PLANTS IN TAIWAN
CategoryA03. Public Affairs & Lobbying
EntrantBREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI
Entrant Company BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI
Advertising Agency BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI
Production Company LION FLYING FILMS Taipei, CHINESE TAIPEI

Credits

Name Company Position
John Yang Bremen Digital Creative Creative Partner
Ej Chiang Bremen Digital Creative Creative Director
Remi Chu Bremen Digital Creative Associate Art Director
Kasper Chang Bremen Digital Creative Associate Art Director
Gilda Lin Bremen Digital Creative Copy Director
Ian Wu Bremen Digital Creative Associate Interactive Director
Queenie Su Bremen Digital Creative Account Director
Phoebe Lin Bremen Digital Creative Account Supervisor
Eliza Tsai Bremen Digital Creative Group Account Director
Lai/Chao/Hsien Lion Flying Films Production Production Coordinator
Fang/Chao/Sheng Lion Flying Films Production Producer
Yin/Kuo/Hsien Director
Huang/Kuo/Pin Lighting Technician
Kang/Yung/Chien Sound Effect Editor
Chen/Chih/Cheng Cheng Chen Studio Photographer
Chen/Chi/Wen Camera Operator

The Campaign

Background: After the nuclear disaster triggered by the 2011 Tohoku Earthquake, the Japanese government quarantined Fukushima for the next 500 years. 1900 km away, the Taiwanese government refuses to give on building Taiwan's 4th nuclear power plant - named "the most dangerous power plant in the world" by the Wall Street Journal. Objectives: Re-ignite public sentiment against nuclear power through campaign and inspire them to join the anti-nuclear protest on March 8. The challenge: After protesting against Nuclear Power Plant No.4 for over 20 years, the people in Taiwan are beginning to lose interest. How to re-ignite public sentiment against nuclear power? Solution: We decided to do something to "re-ignite" the anti-nuclear movement! Idea: We created an ad from a drug company for Taiwan‘s people who consumes 7 times more drugs than America. The ad focused on Potassium Iodide, a controlled drug that reduces radiation damage but has serious side effects. Results: 130,000 people successfully inspired to take part in anti-nuclear protests on 2014/3/8.

The Brief

Purpose: The anti-nuclear movement is nothing new in Taiwan. We wanted to re-ignite people's anti-nuclear sentiments and inspire them join the anti-nuclear protest on March 7. Criteria for success: Inspire over 100,000 people to take to the streets in protest.

Results

Over 141,705 views on Youtube within 10 days, which was triple the expected amount and earned 500,000+ additional social media impressions. 88,911 people visited the official site, 3.3 times more than expected, and earned 1,460,000 additional social media impressions. Taiwan's top 3 newspapers as well as TV stations and digital media produced at least 40 spontaneous reports, generating over 4,000,000+ media exposures. 130,000 people took part in the March 8 Anti-Nuclear Protest all over Taiwan

Execution

ŸThe campaign took place between 2014/3/3 ~ 3/8. It quickly gathered momentum online in just 5 days! ŸWe spread word of potassium iodide for sale by pretending to be a fake drug company. For added effect, we imitated Taiwanese drug companies' sales pitch: The realistic packaging, CM with a famous media personality as the spokesperson, 3D human model of drug effects, realistic drug company website and a pharmaceutical press release angered the public with a realistic yet ludicrous drug. When the hoax was exposed, it made people realize that though the drug company does not exist, nuclear disasters do!

The Situation

ŸThe client was Mom Loves Taiwan and they wanted the construction of Nuclear Power Plant No.4 halted immediately. ŸAfter protesting against Nuclear Power Plant No.4 for over 20 years, the people in Taiwan are beginning to lose interest. How to re-ignite public sentiment so they will protest against nuclear power on March 8?

The Strategy

We spread word of potassium iodide for sale by pretending to be a fake drug company. We angered the people with a realistic yet ludicrous drug before finally revealing our thought-provoking message to web users: "If you end up using a harmful drug to protect yourself, it's because you failed to protect yourself now."