| Title | DAD’S THRONE |
| Brand | TAIWAN SAKURA CORPORATION |
| Product / Service | SAKURA KITCHEN-LIFE |
| Category | A01. Fiction & Non-Fiction Film: Up to 5 minutes |
| Entrant | WUNDERMAN THOMPSON Taipei, TAIWAN |
| Idea Creation | WUNDERMAN THOMPSON Taipei, TAIWAN |
| Production | WUNDERMAN THOMPSON Taipei, TAIWAN |
| Name | Company | Position |
|---|---|---|
| I-FEI CHANG | Wonderman Thompson Taipei | Director / Creative Development |
| LULU LU | Wonderman Thompson Taipei | Director / Creative Development / Copywriter |
| REX LIN | Wonderman Thompson Taipei | Director / Creative Development |
| CLOUD KAO | Wonderman Thompson Taipei | Creative Development / Copy Writing |
| KEVIN HUANG | Wonderman Thompson Taipei | Creative Development / Copy Writing |
| AKIRA CHEN | Wonderman Thompson Taipei | Creative Development / Design |
| JOE CHANG | Wonderman Thompson Taipei | Group Account Director |
| AMBER SUNG | Wonderman Thompson Taipei | Account Manager |
| JANE CHAMG | Wonderman Thompson Taipei | Account Executive |
| MAX LEU | Wonderman Thompson Taipei | Agency Producer |
| GING-ZIM LO | DN PICTURES | Director |
Taiwanese like to watch videos on the Internet, particularly emotional micro films that are related to their daily lives.
SAKURA is the leading brand of open kitchens. Its concept of "enjoy in life" has been widely trusted and recognized by consumers all the time. However, the competitor has stuck to the development strategy of SAKURA closely in recent years to confuse consumer perception. In order to strengthen the unique brand image and create belief in the brand, SAKURA is committed to make consumers identify with the connection between SAKURA and the slogan “enjoy in life”.
There is a phenomenon in Taiwan, every family has its own "life ritual", especially for the fixed seats during mealtime. The daughter reveals the reason why their serious father insists on the same seat which ignored by other family members all the time.
SAKURA found that Taiwan has been affected by the epidemic since 2020. The change of life and the extension of time at home make people pay more attention to getting along with family. We realize the fact that there is no eternal thing in the world. SAKURA hopes to encourage consumers to embrace the changes and cherish relationships among family members. Therefore, we advocate that every family should create the sense of ritual to turn normal life into special and make each moment precious and memorable.
Taiwanese like to watch videos on the Internet, particularly emotional micro films that are related to their daily lives. There is a phenomenon in Taiwan, every family has its own "life ritual", especially for the fixed seats during mealtime. The daughter reveals the reason why their serious father insists on the same seat which ignored by other family members all the time. At last, the daughter realizes the true meaning behind the ritual is that the seat is not only about where to sit, but also represents the position of each family member in each other's hearts. Even if her father later got Alzheimer’s disease, he still remembered his seat because it was a seat that let him see his family clearly and protect them.
Total views of the video exceeded the media placement estimate of 540%. Compared with the video last year, the views of“Dad’s throne” is 204% of last year on FB, and the number of shares is 766% of last year.