Creative Execution

Along with the exodus of young people to the cities and modernization of villages, many traditional aboriginal languages—and the wealth of ancient wisdom they contain—have gradually been forgotten. We hope to awaken people’s interest in this precious cultural asset. At the same time, we also want to ensure that the image of Union Bank, as an institution who is concerned for Taiwanese culture, is firmly ‘deposited’ in our hearts and minds. The TVC was broadcast in Taiwan during Chinese New Year, in the hope that all the young wanderers returning home for the holidays could find new strength within themselves.

Through “Saving” commercial, we saved~ 1. Brand Preference (85%), as well as numerous media reports on the native Taiwanese culture. 2. Not just the natives, but it generated sympathy among many people who have gone away for work during the holiday seasons, such as the Chinese New Year. 3. It strengthen Union Bank’s brand image of “supporting local happiness” Most importantly, through the commercial, together with our client, we saved the “love” and “respect” to the precious Taiwanese culture.

A bank’s most important function is as a repository for savings. But this time, Union Bank Taiwan isn’t just helping their clients save their money; instead, it is helping Taiwan save a disappearing culture- Taiwan’s aboriginal languages, which are also the mother tongues of all the people.