MY VARIETY FATHER

Bronze Spike
TitleMY VARIETY FATHER
BrandE-LIFE HOME APPLIANCE MALL
Product / ServiceHOME APPLIANCE PRODUCTS
CategoryB04. Consumer Durables
EntrantWUNDERMAN THOMPSON Taipei, TAIPEI
Idea Creation J. WALTER THOMPSON TAIWAN Taipei City, TAIPEI
Production SPRING FILMS Taipei, TAIPEI

Credits

Name Company Position
I-Fei Chang Wunderman Thompson Taipei Chief Creative Officer
Min-Lung Wu Wunderman Thompson Taipei Executive Creative Director
Dory Liu Wunderman Thompson Taipei Creative Director
Vik Liu Wunderman Thompson Taipei Copywriter
Allison Tsai Wunderman Thompson Taipei Art Director
Ben Hsu Wunderman Thompson Taipei General Manager
Joe Chang Wunderman Thompson Taipei Group Account Director
Titan Liang Wunderman Thompson Taipei Associate Account Director
Jack Lee Wunderman Thompson Taipei Account Executive
Max Leu Wunderman Thompson Taipei Agency Producer
Ging-Zim Lo Spring Film Production Film Director
Huang Jhih-Cong Digital Vision Editor

Write a short summary of what happens in the film

We created a brand film to depict a story between a single dad and his daughter. As the daughter grows up, the relationship between them becomes estranged. One day, the daughter ponders all the funny role-plays her father did to entertain her, and realizes that the role he worked hardest to play well was to be a good father.

Cultural/Context information for the jury

E-Life Mall, a local home appliance mall, wants to encourage customers to purchase new home appliance products to replace their old ones. A key opportunity lay in elderlies who had older home appliance products. But the elderly in Taiwan are known for their frugality. They will only consider purchasing new products if the old ones have been deemed unfixable. It would be impossible to persuade them to spend on themselves. E-Life Mall wants to be a brand that explores family relationships. The film encourages the younger generation to embrace and to cherish the family relationship. Because when younger generation feel the gratitude for their families, they will more likely to purchase some home appliances for their family as an appreciation for their elders. The film cleverly packaged its "values" as "products" and sell to the audience. In a short time, many Taiwanese have been touched by this powerful viral film.

Links

Video URL