|Title||ART FESTIVAL L(A)UNCH BOX|
|Brand||AGRICULTURE DEPARTMENT, NEW TAIPEI CITY GOVERNMENT AND JUMING MUSEUM|
|Product / Service||JINSHAN LIGHT FESTIVAL|
|Category||D02. Point of Sales, Consumer Touchpoints & In-store Collateral|
|Entrant||DENTSU ONE Taipei City, TAIWAN|
|Idea Creation||DENTSU ONE Taipei City, TAIWAN|
|Judy Tao||Dentsu One Taipei||Managing Director & Chief Creative Officer|
|Judy Tao||Dentsu One Taipei||Art Director|
|Hayley Wen||Dentsu One Taipei||Executive Creative Director|
|Hayley Wen||Dentsu One Taipei||Copywriter|
|Ben Chung||Dentsu One Taipei||Creative Director|
|Ben Chung||Dentsu One Taipei||Art Director|
|Sammy Hsu||Dentsu One Taipei||Senior Copywriter|
|Sammy Hsu||Dentsu One Taipei||Copywriter|
|Charlene Hou||Dentsu One Taipei||Business Director|
|Inga Hung||Dentsu One Taipei||Senior Account Director|
|Sandra Wei||Dentsu One Taipei||Account Supervisor|
|Jess Lin||Freelancer||Art Director|
|Fang ling Li||Freelancer||Copywriter|
“Jinshan Light Festival” is an outdoor art festival held by Juming Museum in Taiwan. How to attract Taiwanese people while they rarely pay attention to events like this?
Traditional promotional methods of art festival like interview videos, billboard posters can hardly attract the public’s attention. Therefore, we decided to get started with the topic that people care about every day, “lunch”. “Art Festival L(a)unch Box” We made the promotional materials of the art festival into a meal box. The realistic appearance made people think it is a new-flavored meal box, but each meal is actually made up of an art festival guide map and related goods! The meal box successfully attracted people’s attention to purchase! We even offered it via the vending machine in the business building which people buy their lunches from every day, making the vending machine the best promotion booth for the art festival.
The 200 limited "Art Festival L(a)unch Boxes" were offered via the vending machine in the business building for 6 days. The realistic meals in the box are actually practical exhibition-related goods. These meals are inspired by Taiwanese local ingredients, including Duck Dish Guide Map, Sweet Potato Nylon Blanket (allows you to sit on the meadow and enjoy the artwork), Rice Towel (wipes your sweat off while visiting the outdoor exhibition), Cabbage Tote Bag (carries your belongings easily while visiting the festival), Stewed Eggs Soap (keeps your hands clean during COVID-19). Triggering people’s curiosity and interest in the art festival through the meal box!
・ During the sale of the meal box, making people lining up for it and being sold-out early every day ・ With $0 media budget, earning more than $7,000,000 media value ・ Bringing “Jinshan Light Festival” 3 times more visitors (compared with last year)