CategoryA07. Use of Original Music
EntrantX-LINE CO. LTD Taipei, TAIPEI
Idea Creation X-LINE CO. LTD Taipei, TAIPEI
Additional Company MD SOUND AND MUSIC Copenhagen, DENMARK


Name Company Position
Mark Chang X-Line Co., Ltd. (Dentsu Group) Chief Creative Officer
Yi-Ling Chen X-Line Co., Ltd. (Dentsu Group) Group Creative Director
Miro Yang X-Line Co., Ltd. (Dentsu Group) Creative Director
Doreen Wei X-Line Co., Ltd. (Dentsu Group) Art Director
Yi-Ling Chen X-Line Co., Ltd. (Dentsu Group) Group Creative Director
Xiao-hao Wang X-Line Co., Ltd. (Dentsu Group) Agency Producer
Per-Hampus Stalhandske NA Director
Yi Cheng Zhang Zen Production Com films Senior Executive Producer
Chih Chieh Chen Zen Production Com films Executive Producer
Yan Liang Chen Zen Production Com films Producer
Martin Dickov MD Sound and Music ApS. Music Composer

Write a short summary of what happens in the film

People in the film are from all walks of life. They are members from small family, nine-to-fivers, artists, athletes, young Internet writer, elementary school students, and etc. Because of their unique vision and different choices, it has made their life more abundant, focused, vast, detailed, free, and intimate.

Cultural/Context information for the jury

2018, it was the very first time in Taiwan telecom history, a small brand could stand firmly in the market and could turn its revenue from negative to positive. T-Star, the smallest mobile carrier in Taiwan, entered the market after falling behind its competitors for 18 years. It started with no brand awareness, with least stores, and the fact that only 1 out of 100 consumers would consider T-Star as an option. After 4 years of hard work, by doing things differently, they finally snatched 2.2 million customers (10% market share) away from 3 other major competitors. However, most people believe that T-Star users choose T-Star because it’s cheap. Therefore, at this record-making and rule-changing moment, we wanted to salute our users/ potential users that saw the difference when no one else did. Salute them for seeing the difference of T-Star, and changing Taiwan’s 18-year telecom rule with their choice.

Tell the jury about the creation of the original music track.

“ If a man does not keep pace with his companions, perhaps it is because he hears a different drummer. ” ------------ Henry D. Thoreau The quote above is the most important origin of the film and music. In order to make consumers enter the “not the same” experience quickly, “music” is regarded as our best catalyst, so we especially invited an atypical ad composer to compose a tailor-made song for the film. Furthermore, in order to deliver the most organic message, a whole orchestra was there to play and record the song on-site. With this original song, through their ears, we took the audience with us to feel the affection and the power of rule changing.


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