| Title | SOLITARY SENIORS TO SANTA |
| Brand | TAKASHIMAYA DEPARTMENT STORE |
| Product / Service | TAKASHIMAYA BRAND |
| Category | C07. Corporate Image & Communication |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency | MEDIA PALETTE (TAIWAN) Taipei, CHINESE TAIPEI |
| Production Company | SPRING FILMS Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Norman Tan | JWT | NORTH ASIA CHIEF CREATIVE OFFICER |
| I/Fei Chang | JWT Taiwan | Chief Creative Officer |
| Min-Lung, Wu | JWT Taiwan | Group Creative Director/Copywriter |
| Dory Liu | JWT Taiwan | Art Director |
| SELWYN LOW | JWT | Copywriter |
| Maggie Chang | JWT Taiwan | Account Director |
| ELLIE CHEN | JWT Taiwan | Account Executive |
| Carol Chen | JWT Taiwan | Producer |
| Mulder Shen | Spring Films | Film Director |
Takashimaya Department Store’s brand spirit is “MORE TOUCH, MORE LOVE.” We hope the department store could become an ideal location for people to contact, interact, and most importantly, to feel love and warmness.
Taiwan’s aging population rate is the fastest in the world, giving rise to the large number of solitary seniors who live alone and have nobody to speak to. The only opportunity to talk is when they shop for food and hold a short conversation like “What’s the price?”. They stay away from people because they feel they are no longer useful to society. Strategy：Takashimaya’s annual Christmas celebration is our biggest event that involves the efforts of many people. So we decided to invite the solitary seniors to play a part too.
“I don’t have kids, but today, more than 100 kids hugged me tightly!” ― Qiulong Guo “I don’t know what to say, but all I know is I will never ever forget today.” ― Ciwen Tsao The solitary senior Santas were a hit with our patrons. We helped them remove the barrier that once made them fear interaction and gave them a sense of purpose. While they may have forgotten the last time they hugged or smiled at someone, this experience has made them remember the happiness they got from making someone else’s day. ★ In Taiwan, well-known artists, directors, bloggers and songwriter actively responded to campaign on social media. ★ It is expected that 4 other department stores will participate in this campaign in 2015. ★ After campaign, Takashimaya won 2nd place for department stores brand among 20 chain department stores ―「Global Views Monthly Magazine」 Poll
OUR IDEA：SOLITARY SENIORS TO SANTA Since malls usually hire youths to dress as Santa as part of their vacation jobs, we thought it would be more meaningful to hire solitary seniors instead. After all, Santa has always been a jolly old man. There’s no better way to help these solitary seniors rediscover the love and happiness of interaction than to let them be the jolly old men to spread the joy of Christmas. Our task is to make solitary seniors believe there’s still a role for them in society. And help them overcome their fear of interacting with people.