UNDISTINGUISHED RESUME

Short List
TitleUNDISTINGUISHED RESUME
Brand104 JOB BANK
Product / ServiceBE A GIVER
CategoryD01. Social Video
EntrantSHAPE ADVERTISING Taipei City, CHINESE TAIPEI
Idea Creation SHAPE ADVERTISING Taipei City, CHINESE TAIPEI
Production SHAPE ADVERTISING Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Norman Lin Shape Advertising Group Creative Director
Li Ying, Guan Shape Advertising Creative Director
Brandon Chung Shape Advertising Group Head
Eason Yu Shape Advertising Art Director
Helen Lyu Shape Advertising Copywriter

The Campaign

We all have a past of youthfulness. But, when it’s our turn to play the role of applicant reviewers and screeners, we often forget our past of mediocrity. The more harshness we place upon the younger generation, the more limitation their opportunities and future development suffer.

Creative Execution

We invited Ang Lee, the internationally renowned director, and compiled his experience in his youth in the format commonly seen among Taiwanese résumés. From here, we came up with a 33-year-old applicant with a sound educational background yet zero work experience. It came as no surprise for the seven respondents of the senior generation to reject our applicant based on the issues they pointed out. Once the applicant’s true identity is revealed, we have witnessed their shock and reflection. As presented by their natural responses, we have seen the beauty of reflection and thinking, and realizing and leaving their prejudice behind, is willing to give.

- Within the first day of the launch of the video, over 4 million views were achieved. - 10 million views were reached in one week. - An enormous amount of sharing and discussion had been generated.

From those who start their own businesses, engage in farming back in their hometown and become internet influences, they all spoke out and created their own secondary versions, from their own perspectives and experiences, for this issue.

Links

Video URL