Why is this work relevant for Entertainment?

When it comes to trauma, people don’t want to talk about it, and choose to forget or avoid it. But the past is never past, Memories link past, present and future. Also, "memory" is the core brand value of Kingston, the world’s biggest memory and storage solutions manufacturer, decided to look at the other, traumatic side of memories and explore how it empowers us. We made a story about a little girl, the sole survivor of a mudslide that engulfed her village to discover the power of memories, and think about the value of traumatic memory.

Background

Kingston's main product includes memory sticks, hard drives, everything related to keeping memories. They dominating the global market for 17 years as a leading brand. Between 2013 to 2015, Kingston successfully launched a series of brand films, which delivered the message of revisiting good memories and attracting tons of attention. Then, six years have passed since, Kingston wants to recreate the success they saw years ago, to reintroduce a brand masterpiece to relive the glory.

Describe the creative idea

Memories link past, present and future. The film centers around a foreign worker who encounters a little girl, the sole survivor of a mudslide that engulfed her village. Whenever it rains, the little girl paints a bell tower, which signifies the hopes of villagers in her memory. Deep in our minds, we all have our own bell tower of memories. Only when we face it, understand it, can our bell towers give us the strength to live again.

Describe the strategy

"Memory" is the core brand value of Kingston, the leading memory brand. In the past, Kingston helped people revisit good memories. Now, amid global disasters, we decided to look at the other, traumatic side of memories, and explore how it empowers us.

Describe the execution

We consulted psychologists and developed the storyline carefully. Due to epidemic restrictions, the film was developed and shot in Taiwan. We also invited an award-winning musician to compose the theme song and launched a 7-day sensory memory interaction to encourage people to experience bittersweet memories online and offline.

Describe the outcome

The film soon ignited great discussions among 10 Asian countries, setting new viewing (20M+) and reach (70M) records, also immediately triggering 420 media reports and numerous comments and shares. Not only enhances brand favorability, but also improves sales performance up to 150% sales growth.