Title | 0.001 SEC |
Brand | UNION BANK OF TAIWAN |
Product / Service | BRAND IMAGE |
Category | C02. Branded Content & Entertainment Film |
Entrant | DENTSU TAIWAN Taipei City, TAIPEI |
Idea Creation | DENTSU TAIWAN Taipei City, TAIPEI |
Name | Company | Position |
---|---|---|
Alice Chou | Dentsu Taiwan | Chief Creative Officer |
Ryan Liao | Dentsu Tawian Inc | Creative Director |
Sean Tsai | Dentsu Taiwan Inc. | Creative Supervisor |
Meng-Yuan Chou | Dentsu Taiwan Inc. | Creative Supervisor |
Sunny Chen | Dentsu Taiwan Inc. | Creative Supervisor |
Jacky Hsu | Dentsu Taiwan Inc. | Creative Supervisor |
Vicky Chang | Dentsu Taiwan Inc. | Senior Account Director |
Rainy Chiang | Dentsu Taiwan Inc. | Account Director |
Elsie Lee | Dentsu Taiwan Inc. | Account Supervisor |
Winny Tsai | Dentsu Taiwan Inc. | Senior Account Executive |
On 29 August 2018, an important sports event kept everyone in Taiwan on their toes — the Asian Games men’s 200m race. Representing Taiwan was an athlete who had never lost in international competitions. However, during the Asian Games he lost by an astonishing 0.001 second, unable to take home the gold medal. “If I do have the ability, I won’t even lose by a fraction” His honest self reflection in the interview after the race encouraged Taiwan. At this moment, came Union Bank of Taiwan. Being a long term supporter of local culture, the bank took actions to support Yang Chun-Han. Not only did they make up for the first place award money Yang lost, the bank also made his story into their brand advert. Union Bank of Taiwan hope to use the “value of 0.001sec” as encouragement for Taiwan and address their brand attitude towards digital finance.
At the turn of the Lunar New Year, in a sea of joyous contents presented by other adverts, Union Bank of Taiwan unexpectedly replayed a national failure on screen as a New Year’s gift. This lets people re-evaluate the small failures in life and face the sadness and pain that 0.001 sec brought, turning them into new courage.