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 site, another young man was also beaten by fresh vegetables and fruits ceaselessly, but it's strange that the veggies couldn't touch him this time. When the director and producer were at a loss again, the creative director said that they were not shooting the normal youth, they aimed the young hungry ghosts this time. Once again, the secret man came out to explain in person. By tradition, Taiwanese people like to offer protein to pacify the wandering spirits on Hungry Ghosts Festival, so apparently, 90% of the young ghosts did not have enough daily intake of vegetables and they need to balance it by the veggies and fruits juice!

Cultural / Context information for the jury

Bomy has been the most familiar vegetable juice brand among the local market. However, it has failed to trigger consumer's purchasing, although people are clear about its brand proposition. In order to raise the purchasing of the targeted 20-40 group, we want to communicate them in a way they can easily understand and even they will be fond of. We utilized a pun to "literally" present how we cleverly aim the youth target instead of showing product function in the juice commercial ad. In addition, we came up with another version for the traditional "Hungry Ghost Festival". Certain Eastern cultures celebrate the Hungry Ghosts Festival by offering amount of food and beverage to pacify the wandering spirits released from hell during the 7th Lunar month of every year. Therefore, this festival has always been a key seasonal marketing event for FMCG, that is, it may boost sales during this period.