Title | GERMAN SPIRIT |
Brand | MR. MARK GERMAN COUNTRY MULTIGRAIN BREAD |
Product / Service | MR. MARK GERMAN COUNTRY MULTIGRAIN BREAD |
Category | B01. Fast Moving Consumer Goods |
Entrant | X-LINE CO. LTD Taipei, TAIWAN |
Idea Creation | X-LINE CO. LTD Taipei, TAIWAN |
Production | ZEN PRODUCTION COMPANY Taipei, TAIWAN |
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 |
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.
(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.