PXMART - OFF COFFEE - BLACK HOLE

TitlePXMART - OFF COFFEE - BLACK HOLE
BrandPXMART
Product / ServiceRETAIL CHAIN STORE
CategoryB03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantOGILVY TAIWAN Taipei City, TAIWAN
Idea Creation OGILVY TAIWAN Taipei City, TAIWAN
Production BLUE MOON FILMS Taipei, TAIWAN

Credits

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

Write a short summary of what happens in the film

“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.

Cultural / Context information for the jury

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.

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