HARD SELL

TitleHARD SELL
BrandBOMY VEGETABLE JUICE
Product / ServiceBOMY VEGETABLE JUICE
CategoryA01. Consumer Goods
EntrantADK TAIWAN Taipei City, TAIWAN
Idea Creation ADK TAIWAN Taipei City, TAIWAN
Production DN PICTURES Taipei, TAIWAN

Credits

Name Company Position
Richard Yu ADK TAIWAN CCO
Apple Wang ADK TAIWAN Creative Director
Richard Yu ADK TAIWAN Art Director
Josh Shih ADK TAIWAN Senior Art Director
Yiping Hsu ADK TAIWAN Senior Art Director
Apple Wang ADK TAIWAN Copywriter
Medica Weng ADK TAIWAN Copywriter
Lala Lai ADK TAIWAN Account Director
Benson Tsai ADK TAIWAN Account Manager
Toyota Shao ADK TAIWAN Agency Producer
Ronny Hsu DN Pictures Director

Write a short summary of what happens in the film

On this day, the recurring Bomy vegetable juice advertisements were cleverly implemented into the whole day that the young man has experienced, including the lunch, taking bus, purchased in the supermarket, even his cat and home groceries. That's all because there's still nearly 90% of people are not having sufficient daily intake of vegetables. In order to assuredly remind people having vegetables, Bomy blanketed everywhere to maximize its extraordinary hard-selling approach.

Cultural / Context information for the jury

Since 2001, Bomy Vegetable Juice has established its brand image with "drinking Bomy means taking veggies." the concept, "Bomy" is a kind of "vegetable", has deeply rooted in Taiwanese consumer's mind. However, it has failed to trigger consumer's purchasing, although people are clear about its brand proposition. In order to raise the purchasing, we aimed the target group and engage them in a way they can easily understand and even they will be fond of - by making no bones to remind the audience "remember to drink Bomy" in the advertisement.