PXMART'S HUNGRY GHOST FESTIVAL#NICETOMEETYOU

Short List
TitlePXMART'S HUNGRY GHOST FESTIVAL#NICETOMEETYOU
BrandPXMART
Product / ServicePXMART'S HUNGRY GHOST FESTIVAL#NICETOMEETYOU
CategoryF05. Cultural Insight
EntrantOGILVY TAIWAN Taipei City, TAIWAN
Idea Creation OGILVY TAIWAN Taipei City, TAIWAN

Credits

Name Company Position
Giant Kung Ogilvy Taiwan Chief Creative Officer
Matt Wu Ogilvy Taiwan Creative Director
EJ Chiang Ogilvy Taiwan Group Creative Director & Head of Social
Alice Yeh Ogilvy Taiwan Senior Copywriter
Esther Yang Ogilvy Taiwan Art Director
Eason Yu Ogilvy Taiwan Art Director
Luka Chen Ogilvy Taiwan Copywriter
Szhui Liu Ogilvy Taiwan Copywriter
CN Tsao Ogilvy Taiwan Social Media Planning Manager
Luke Kao Ogilvy Taiwan Copywriter
Maggie Lin Ogilvy Taiwan Social Media Planner
Derrick Tseng Ogilvy Taiwan Managing Director
Wen Huang Ogilvy Taiwan Account Director
Crystal Chang Ogilvy Taiwan Account Manager
John Lai Ogilvy Taiwan Account Executive

Write a short summary of what happens in the film

Every summer, Taiwanese people prepare food offerings for the wandering spirits. It’s a great cultural tradition, and also an important sales opportunity. Yet unlike the older generation, who are quite familiar with this tradition, the younger generation has little understanding of the “wandering ghosts” the ceremony is meant to honor. This leads them to feel apathetic about Hungry Ghost Festival, or even fear it. So, we decided to have them getting to know each other starts with a conversation! Introducing ‘’PXmart presents Talk of the Century – the Living Meet the Departed’’ We selected the three most representative ghosts in Taiwanese culture: a Goblin, a Water Spirit, and a Lady in Red. And we designed a series of culturally meaningful, deeply human conversation topics. From taboos, to a philosophy for living, to the meaning of existence, to self-identity, we covered it all.

Please tell us about the cultural insight that inspired the work

Every summer, Taiwanese people prepare food offerings for the wandering spirits. It’s a great cultural tradition, and also an important sales opportunity. Yet unlike the older generation, who are quite familiar with this tradition, the younger generation has little understanding of the “wandering ghosts” the ceremony is meant to honor. This leads them to feel apathetic about Hungry Ghost Festival, or even fear it. So, we decided to have them getting to know each other starts with a conversation! Introducing ‘’PXmart presents Talk of the Century – the Living Meet the Departed’’ We selected the three most representative ghosts in Taiwanese culture: a Goblin, a Water Spirit, and a Lady in Red. And we designed a series of culturally meaningful, deeply human conversation topics. From taboos, to a philosophy for living, to the meaning of existence, to self-identityl. We created a platform for an intangible exchange between ghosts and humans.

Links
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