Title | WHAT IS FAMILY |
Brand | E-LIFE MALL |
Product / Service | HOME APPLIANCE SHOPPING CHANNEL |
Category | D04. Brand / Product Video |
Entrant | dentsu mcgarrybowen Taipei City, TAIWAN |
Idea Creation | mcgarrybowen Taipei, TAIWAN |
Name | Company | Position |
---|---|---|
Alice Chou | dentsu mcgarrybowen Taiwan | Chief Creative Officer |
Willy Wu | dentsu mcgarrybowen Taiwan | Creative Director |
Black Chen | dentsu mcgarrybowen Taiwan | Creative Director |
Akira Chen | dentsu mcgarrybowen Taiwan | Creative Director |
Maruko Liao | dentsu mcgarrybowen Taiwan | Associate Creative Director |
Patti Pien | dentsu mcgarrybowen Taiwan | Copywriter |
Aili Deng | dentsu mcgarrybowen Taiwan | Assistant Art Director |
Suzanne Huang | dentsu mcgarrybowen Taiwan | Senior Administrator / Creative Dept. |
Alan Sun | dentsu mcgarrybowen Taiwan | Vice President |
Matt Yang | dentsu mcgarrybowen Taiwan | Group Account Director |
Tom Chia | dentsu mcgarrybowen Taiwan | Group Account Director |
Laura Lin | dentsu mcgarrybowen Taiwan | Senior Account Director |
Tina Cheng | dentsu mcgarrybowen Taiwan | Account |
With such a large population living in a small place like Taiwan, a co-living life style is getting more and more common. A lot of people who work or study outside choose to live with friends, coworkers or even strangers. People with unrelated with each other living in the same space makes us rethink a "new definition of family”. Meanwhile, it also reflects the true contemporary society in Taiwan. Isn’t another kind of family if we take care of each other under the same roof?
"What is home? What is family?” E-Life mall, the leading home appliance shopping channel in Taiwan, has always believed that "home appliances are vehicles for family emotions." In the past, they used to enhance its brand image with traditional family emotions. But now, as the market leader, we believe the brand should respond to the changing family values with more patience and love.
We reflect on the current situation in Taiwan with the four most common family groups: mother and daughter, brothers, sisters, and young couples. Though they always complain about each other, they still love each other just like every ordinary family. In the end, their actual relationships were: landlord and tenant, comrades, Youtuber, and her assistant and business partners. These groups of family members, who surpass bloodline and marriage, show the whole of Taiwan a "new definition of family" with real feelings.
˙Over 1M views in 1 week, after the film is launched. ˙As expected, the Internet has opened a 2-sides debate. ˙Sales that exceed customer expectations.