GERMAN SPIRIT

TitleGERMAN SPIRIT
BrandMR. MARK GERMAN COUNTRY MULTIGRAIN BREAD
Product / ServiceMR. MARK GERMAN COUNTRY MULTIGRAIN BREAD
CategoryB01. Fast Moving Consumer Goods
EntrantX-LINE CO. LTD Taipei, TAIWAN
Idea Creation X-LINE CO. LTD Taipei, TAIWAN
Production ZEN PRODUCTION COMPANY Taipei, TAIWAN

Credits

Name Company Position
Mark Chang X-Line Co Ltd (dentsu group) Chief Creative Officer
Yi-Ling Chen X-Line Co Ltd (dentsu group) GCD
Tony Fang X-Line Co Ltd (dentsu group) Account Vice President
Wendy Chen X-Line Co Ltd (dentsu group) Senior Account Executive
Xiao-hao Wang X-Line Co Ltd (dentsu group) Agency Producer
I-Cheng Chang Zen production company Director
AJ Chen Zen production company Executive Producer
CHIENTING LIN freelancer Director Of Photography
Yi-Yin Kuo Zen production company Editor

Write a short summary of what happens in the film

Through classic “Industrial Testing”, a calm German man, speaking German (with Chinese subtitles), makes women understand at first sight: With the most rigorous German spirit, Mr. Mark craft weapon that defends health instead of fancy, soft but weak bread.

Cultural / Context information for the jury

(1) In Taiwan, food safety incidents happened continually (including two bread brands). Furthermore, we noticed that Taiwanese tend to see bread as a “main meal” rather than snack/ dessert. Therefore, when main competitors, such as Japanese and French bread emphasize on flavors and tempting appearance, we went back to what consumers ask for a main meal: Healthy element. (2) Taiwanese are very fond of Japanese brands’ products. But when it comes to “manufacturing skill” , “Profession” and “rigorous standard”, we believe that only Germany could top Japan. Meanwhile, having influenced by Hollywood movies and German cars, Taiwanese people (especially females) always have positive and admiring attitude believing Germany could build the world strongest weapon. There’s no negative link towards war. (3) We deliberately used German (with Chinese subtitles), which is seldom heard in Taiwan, for audio to arouse TA’s curiosity from the very beginning.

Links

Video URL