WHAT IS FAMILY

TitleWHAT IS FAMILY
BrandE-LIFE MALL
Product / ServiceHOME APPLIANCE SHOPPING CHANNEL
CategoryF07. Corporate Purpose & Social Responsibility
Entrantdentsu mcgarrybowen Taipei City, TAIWAN
Idea Creation mcgarrybowen Taipei, TAIWAN

Credits

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 / Art 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

Write a short summary of what happens in the film

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”. 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.

Please tell us how the brand purpose inspired the work

"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.

Links

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