| Title | A RETIREMENT SPEECH |
| Brand | MENNONITE CHRISTIAN HOSPITAL AT HUALIEN |
| Product / Service | NEWBORN BABY CARE FUNDRAISING PLAN |
| Category | D01. Social Video |
| Entrant | UNITED ADVERTISING Taipei, CHINESE TAIPEI |
| Idea Creation | UNITED ADVERTISING Taipei, CHINESE TAIPEI |
| Idea Creation 2 | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Production | UNITED ADVERTISING Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Michael Dee | United Communication Group | CCO |
| Kiki Chen | Medialand Digital Strategy Limited | Co-Founder |
| Shihyen Lee | United Communication Group | ECD |
| Iris Wang | Medialand Digital Strategy Limited | Creative Director |
| Renee Chang | Medialand Digital Strategy Limited | Creative Director |
We conducted the donation project online, and planned to reach the goal in three months. We produced a video with an old health practitioner giving a retirement speech. While he’s giving the speech, the visual gradually zooms into square as a monitoring. It turns out that the touching speech comes from an old life-saving equipment.
After the video was launched on Facebook on September 6th, it soon caused talk value and was shared widely in Taiwan. The charity fund increased rapidly, and reached the goal within only 30 hours, much faster than expected.
As a charity hospital, which mainly relies on donation, Mennonite Christian Hospital didn’t have budget for either media spending or celebrity endorsement.Therefore, we conducted the donation project online, and planned to reach the goal in three months.