Title | PXMART'S HUNGRY GHOST FESTIVAL#NICETOMEETYOU |
Brand | PXMART |
Product / Service | PXMART'S HUNGRY GHOST FESTIVAL#NICETOMEETYOU |
Category | F05. Cultural Insight |
Entrant | OGILVY TAIWAN Taipei City, TAIWAN |
Idea Creation | OGILVY TAIWAN Taipei City, TAIWAN |
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 |
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.
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.
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