BE A GIVER

TitleBE A GIVER
Brand104 JOB BANK
Product / ServiceBE A GIVER
CategoryE02. Social Purpose
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

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

In the beginning, we tried to make the senior generation recall the times of being helped when they were young. We invited the director, Wu Nien-jen, who is the most influential person among Taiwan’s senior generation to tell his story of being helped in the past. Next, we used documentary photography to record the act of labeling and prejudice of the senior generation against résumés. From the misinterpretation of Ang Lee’s résumé, prejudice was visualized and reflection shown by the senior generation. In the end, we coordinated the conversation between young students with music dreams and famous singers with equivalent experiences. It is on such basis that we provide the Be A Giver platform service with the aim of finding the solution for the modern society.

- A total of over 12 million views were reached during the overall term of the video propagation with an average of 1.3 views per working population in Taiwan. - Over 100 thousand interaction counts were also generated. This created a truly powerful influence and appeal. - The proactive sharing and extensive media coverage from famous artists (e.g. Shu Qi and Jolin Tsai) to TV news channels had influenced groups of different stances and compelled them to focus and discuss this issue. - From the beginning of the issue to the actual practice at the end, the Be A Giver APP has gained more than 10,000 users.

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

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