THE STRONGEST LOVE

TitleTHE STRONGEST LOVE
BrandTUNG HO STEEL
Product / ServiceCNS SN400YB STEEL
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantDENTSU TAIWAN Taipei City, TAIPEI
Idea Creation DENTSU TAIWAN Taipei City, TAIPEI
Production DN PICTURES Taipei, TAIPEI

Credits

Name Company Position
Alice Chou Dentsu Taiwan Inc. Chief Creative Officer
Jimmy Chen Dentsu Taiwan Inc. Creative Director
Renee Chou Dentsu Taiwan Inc. Associate Creative Director
Black Chen Dentsu Taiwan Inc. Associate Creative Director
Kathie Wu Dentsu Taiwan Inc. Creative Supervisor

Why is this work relevant for Entertainment?

“The Strongest Love,” directed by award-winning director Ko-shang Shen, is a short documentary depicting the true story of how a disabled couple with polio build a truly strong home. This eight-minute documentary is also a brand film that injects emotion into Tung Ho Steel.

Background

Steel is a cold topic for consumers~ "That is the architect's business", people just don't care. But when people don't care, they don’t want to pay for the quality of steel. Tung Ho Steel, as a later manufacturer of high-quality earthquake-resistant steel, looks to find ways to touch peoples’ hearts, increase brand awareness and likability.

Describe the creative idea

Make Tung Ho Steel part of a true story about building life and love The 921 (Sept.21) earthquake in 1999 was the worst natural disaster in Taiwan since WWII. A disabled couple with polio (Mr. and Mrs. Wang) living in an old apartment building felt powerless to protect their family members and the earthquake highlighted how fragile their home was. In 2015, they determined to build a brand-new and strong home. We convinced Tung Ho Steel to provide earthquake-resistant steel materials to help this family regain their cohesion.

Describe the strategy

Steel, to most people is something which only concerns the architects. How to get people to care about Tung-Ho Steel? Put emotions into steel! Get people to feel that steel is connected to their life.

Describe the execution

The Wangs were found through Internet recruitment. We documented this couple with disabilities, and recorded how they determined to build a strong house, and rediscovered strength throughout the process. Tung Ho Steel provided SN earthquake-resistant steel to build a brand new future with them. The wish they made on Sept. 21st 1999 came true after 19 years in 2018. This documentary was released on the anniversary of 921. Documentary director Shen Ko-Shang, a Golden Horse award winner, spent three years on the documentary.

Describe the outcome

The documentary took the audience by storm after its release. -All major TV networks and online platforms covered this story in Taiwan. -It was widely discussed on all major social media platforms and shared by different internet influencers -The documentary received over 1,050,000 natural clicks after one week on YouTube. Enhance the popularity and name of Tung Ho Steel, let people care about the invisible steel, and then choose the earthquake-resistant steel to become the first choice for construction and protection. Human beings may be weak, but love that is steadfast like steel will protect us and make us strong.