Product / ServiceVEGETABLE JUICE
CategoryA01. Fast Moving Consumer Goods
EntrantADK TAIWAN Taipei City, TAIWAN
Idea Creation ADK TAIWAN Taipei City, TAIWAN


Name Company Position
Richard Yu ADK TAIWAN Regional Chief Creative Officer, Greater China
Bryan Huang ADK TAIWAN Creative Director
Ari Lee ADK TAIWAN Senior Copywriter
Nan Chen ADK TAIWAN Senior Art Director
Josh Shih ADK TAIWAN Senior Art Director
Lala Lai ADK TAIWAN Account Director
Ann Chang ADK TAIWAN Senior Account Executive
Ivy Lien ADK TAIWAN Agency Producer
Sonic Lin ADK TAIWAN Agency Producer
Ronny Hsu Innovate Films Director

Write a short summary of what happens in the film

At the commercial filming studio, a young man was beaten by fresh fruits and vegetables on and on. The director and the producer were at a loss. Then the creative director explained to them that it's because the client who wanted to shoot a commercial which targeted the youth. And surprisingly, a "someone" personally came out, issued an appeal to the audience for the problem which is 90% of youth are not having enough daily intake of vegetables.

Cultural / Context information for the jury

Bomy Vegetable Juice has been the most familiar vegetable juice brand among the local market. However, it has failed to trigger consumer's purchasing, especially among the 20-40 year-old group, although people are clear about its brand proposition. We also found that most of this consumer group does not have enough intake of vegetables because of the long working hours and always eat out. In order to raise the purchasing, Bomy Vegetable Juice aimed at the 20-40 group, which is the youth as the target audience and want to communicate them in a way they can easily understand and even they will be fond of. Therefore, we use a pun of "hitting", directly hit the youth by vegetables, literally presents how we cleverly aim the youth target hard instead of showing them the product function which is the common approach in the juice commercial ad.