Why is this work relevant for Entertainment?

This zero-contact commercial film shoot was not just about fighting the epidemic. We wanted to convey a meaningful message: Look at everything positively, and despite our restrictions, we can still live a good life all the way through this outbreak. We can strengthen our bodies, hone our cooking skills, keep one another company, and learn to be better people. Of course, we can even shoot a film at home and entertain people. That’s the PX Mart “Stay at Home, Stay Active”.

Background

For many years, PX Mart has been encouraging everyone to live wonderful lives in the most economical way. The targets of these campaigns have ranged from young people to seniors, centering on a wide variety of themes, from fashion to fitness. Even in the face of the pandemic, we still reached out to the masses, extoling the glories of saving when you shop.

Describe the creative idea

We created "Action from Home"—the world's 1st entirely remote commercial film shoot in lockdown. We invited PX Mart’s spokesperson, along with 7 families serving as amateur actors, to demonstrate how to “Stay at Home, Stay Active”. The whole crew worked in isolation from one another, in 27 different locations. We had to overcome daunting hurdles in managing equipment, and because face-to-face communication was impossible, it tested everyone's powers of understanding and abilities to respond flexibly to shifting situations. We wanted to convey a meaningful message: Look at everything positively, and despite our restrictions, we can still live a good life all the way through this outbreak.

Describe the strategy

For the Taiwanese people, this was a very unusual year. When the epidemic alert was raised to Level 3, everyone was required to stay at home almost 24 hours a day. Faced with such an extraordinary daily routine, in 2021, not only did Taiwan’s leading supermarket PX Mart provide supplies during the pandemic, but also acted as a source of mental support for all. PX Mart decided to introduce “Stay at Home, Stay Active,” based on user generated content, to encourage all Taiwanese: As we fight this pandemic together at home, we can also live a good life!

Describe the execution

2021/7/16~2021/8/16 Social Media

Describe the outcome

It was the first-ever commercial in the history of Taiwanese advertising to be "filmed in the cloud." And as soon as it was released, the internet erupted with expressions of amazement, with wide coverage from major news media. In just 7 days, it racked up over 2 million views. Positive reviews soared 700%. Outcome: 2 million views in seven days 1.4 million total reach 700% Positive reviews soared