Title | PXMART - OFF COFFEE - BLACK HOLE |
Brand | PXMART |
Product / Service | RETAIL CHAIN STORE |
Category | B03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | OGILVY TAIWAN Taipei City, TAIWAN |
Idea Creation | OGILVY TAIWAN Taipei City, TAIWAN |
Production | BLUE MOON FILMS Taipei, TAIWAN |
Name | Company | Position |
---|---|---|
Crystal Chang | Ogilvy Taiwan | Execution |
Ria Chien | Ogilvy Taiwan | Writer |
Lisa Hsu | Ogilvy Taiwan | Creative Direction |
Yoyo Hsu | Ogilvy Taiwan | Creative execution |
Wen Huang | Ogilvy Taiwan | execution |
Giant Kung | Ogilvy Taiwan | Creative Direction |
Derrick Tseng | Ogilvy Taiwan | Account Management |
Lynn Lin | Ogilvy Taiwan | Execution |
Ethan Lee | Ogilvy Taiwan | strategy development |
Jimmy Fan | Ogilvy Taiwan | Strategy development |
Abby Ku | Ogilvy Taiwan | Film production |
Ging-zim Lo | Blue Moon Films Co | Film Director |
“A cup of black coffee is a black hole where we can reveal the secrets in our hearts.” Just like a psychological counselor, OFF COFFEE provides a place where mothers can say all the things in their heart that they usually can’t say, don’t dare to say. It relieves the pressure and restores a sense of well-being. We built a deep, elegant connection with coffee, transforming coffee into a friend you can confide in, an escape route for mothers. And those moments when they are drinking coffee by themselves became important moments of self-healing.
OFF COFFEE, a coffee brand launched by leading supermarket PX Mart, targets mothers 30 to 50 years old who buy groceries for their families. In Taiwan, 80% of mothers tend to be depressed, the second highest frequency in Asia. We discovered that women who play multiple roles in life—as mothers, wives, daughters-in-law, daughters, and employees—have no time for themselves, while also facing tremendous pressure from their families and society. With no outlet for the feelings they long keep suppressed, they often feel psychologically unwell. Execution To forge a greater emotional connection with housewives, we invited Tarcy Su, a veteran female singing star, now turned full-time mother, to play the lead character in the film, broadly representing all Taiwanese housewives. This encouraged mothers to speak out what is in their hearts, and contentedly be themselves.