| Title | TAIWAN 2.0 |
| Brand | UBER EATS |
| Product / Service | UBER EATS |
| Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
| Entrant | SPECIAL Sydney, AUSTRALIA |
| Idea Creation | SPECIAL Sydney, AUSTRALIA |
| Production | PALACE PRODUCTIONS Taipei, TAIWAN |
| Production 2 | TEMPORARY TRUTH Taipei City, TAIWAN |
| Production 3 | SUNTAN PRODUCTION Taipei, TAIWAN |
| Name | Company | Position |
|---|---|---|
| Lucinda Barlow | Uber Eats | Senior Director and Head of Marketing APAC |
| Melissa Chen | Uber Eats | Marketing |
| Liz Chu | Uber Eats | Marketing |
| Amy Hung | Uber Eats | Marketing |
| Cade Heyde | Special Group | Founding Partner & Managing Director |
| Tom Martin | Special Group | Partner & CCO |
| Julian Schreiber | Special Group | Partner & CCO |
| Max McKeon | Special Group | Creative Director |
| Sarah McKie | Special Group | Social Media Specialist |
| Kellie Box | Special Group | Senior Strategist |
| Eileen Cosgrove-Moloney | Special Group | Team Lead |
| Annabel Dempsey | Special Group | Business Director |
| Emily Stewart | Special Group | Casting Director |
| Shiny Lee | Whatever Taiwan | Creative Director |
| Tsui Ho | Whatever Taiwan | Copywriter |
| Rachel Wu | Whatever Taiwan | Designer |
| Shika Hsieh | Whatever Taiwan | Account Director |
| Ting-Chi Wang | Whatever Taiwan | Producer |
| Cherry Chen | Whatever Taiwan | Film & Still Producer |
| Brian Skerratt | Whatever Taiwan | Translation cosultant |
| Jun Chen | Whatever Taiwan | Creative Support |
| Mulder Shen | Palace Film | Director |
| Phillip Chen | Palace Film | Executive Producer |
| Walt Wu | Palace Film | Executive Producer |
| Gon-Wan Hsu | Palace Film | Producer |
| Wilder Tsai | Palace Film | Producer |
| Shuo Wang | Suntan Productions | Socials Director |
| Po-Hui Chang | i-View | Lead Editor |
| Jamie Macgregor | Temporary Truth Creative | Photographer |
We paired world #1 badminton player Tai Tzu-ying with comedian and badminton fanatic Hank Chen in the courtyard of a traditional Taiwanese house. Across multiple scenarios, Hank and Tai play a casual game of badminton whilst joking around and providing unexpected and delightful entertainment for our audiences. Our first scenario sees Tai and Hank playing what seems to be badminton, only to realise Tai is masterfully swatting mosquitoes instead. Our second scenario sees Hank dressed in a cheerleader uniform, cheering on Tai as she warms up for training. Our third scenario sees Hank with three apples balanced on his head and shoulders, then Tai taking a shot.
Tai Tzu-ying is world #1 badminton player and known as the pride of Taiwan. Hank is a comedian and badminton fanatic. The scene of a traditional Taiwanese house was perceived as local and approachable. The campaign launched with the Tokyo Olympics, where Tai was competing for Taiwan.