The Glenlivet Fernsehen und Film, Fallmethode Single Belief [image] Dentsu Taiwan Inc. Taipei

Werbungsarchiv » Film , Fallmethode » The Glenlivet » Single Belief [image]

Single Belief [image]

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Whiskey
Medien Fernsehen und Film, Fallmethode
Markt Taiwan
Agentur Dentsu Taiwan Inc. Taipei
Chief Creative Officer Alice Chou
Executive Creative Director Alice Chou
Creative Director Ryan Liao
Art Director Sean Tsai
Copywriter Mang-Yuan Chou, Harper Chuang
Produktionsagentur Home Green Films
Director Tsai Ming-Liang
Veröffentlicht Oktober 2016


Branded Content & Entertainment Lotus Best Use Of Non-Fiction Film Grande Branded Content

Kredite und Beschreibung

Brand: The Glenlivet
Advertiser: Pernod Ricard Taiwan
Agency: Dentsu Taiwan Inc., Taipei
Chief Creative Officer: Alice Chou
Executive Creative Director: Alice Chou
Creative Director: Ryan Liao
Copywriter: Mang-Yuan Chou/Harper Chuang
Art Director: Sean Tsai
Account Director: David Ma/Rainy Chiang
Account Manager: Elsie Lee
Account Executive: Kramer Ju
Film Production Company: Home Green Films Co., Taipei
Director: Lee Kang-Sheng
Film Producer: Tsai Ming-Liang
Company Entering: Dentsu Taiwan Inc., Taipei
Campaign Summary:
One Of The Glenlivets Well-Known Characteristic Is Its Never Change Taste Since 1824. At This Time, We Worked With Internationally Renowned Filmmakers Tsai Ming-Liang And Lee Kang-Sheng To Make A Film “Single Belief”. Using An Experimental Filmmaking Method, We Communicated Their Insistence On Staying True To Their Original Vision, As Well As The Glenlivet Whiskys Brand Spirit Of “Single Belief”.
The Brief:
The Glenlivet Was The First Whiskey To Get Licensed In 1824. For Hundreds Of Years, It Has Never Changed The Original Taste And Set The Standard For Single Malt Whiskey. We Want To Make The Glenlivets Brand Spirit Concept More Accessible For Consumers.
The Strategy:
1.“Since 1824, The Glenlivets Taste Has Never Changed.” We Took This “Insistence” And Developed The Concept Of “Single Belief”. In An Age Of Constant Change, Daring Not To Change Is Something That Requires Even More Courage, And Is More Precious. It Is Also Something Better Suited To Become A Profound Brand Spirit. 2.We Chose The Platform Of “Film”, A Media Much Discussed And Disseminated In Taiwan Culture. Both Films And Whisky Require Time To Distill. We Combined The Two, Inviting Everyone To “Taste” A Good Film While They Tasted Good Whisky. The Event Was Modeled On The Cinema Experience. It Also Featured A “Whisky-Tasting Premiere”, Allowing The Audience To Experience The Glenlivet With All The Five Senses. 3.We Invited Two Filmmakers That Embody The Brand Spirit—Tsai Ming-Liang And Lee Kang-Sheng—To Make The Brand Movie. From Beginning To End, They Insist On Their Creative Process, Refusing To Change Their Original Vision Despite The Intrusion Of “External Noise”, And Have Garnered Numerous International Awards. They Truly Epitomize The Glenlivets Never-Changing Whisky-Making Spirit, And Its Achievement.
The Execution:
We Invited A Pair Of Film Collaborators - Tsai Ming-Liang And Lee Kang-Sheng, Who Have Garnered Attention And Controversy—And Won Numerous International Awards—To Return To The Site Of Their First Film, Ximending. Using An Experimental Performance Method, The People In The Scenes Move Around As Usual, But The Actor Remains Completely Stationary. This Expresses The Creative Concept That, Although The World Is Changing Around Him, He Will Remain The Same. The Commercial Film Was Made Just Like A Movie. Before Screening, A Series Of Trailers Were Broadcast, And Famous Movie Stars And Critics Attended The Premier. In Ximending, We Even Built Taiwans First-Ever “Whisky-Tasting Cinema”, The Only Cinema Where The Film Was Shown. We Even Designed Movie Tickets And Invitations Especially For The Event, And Served Whisky-Flavored Popcorn. Everyone Could Taste A Variety Of Whiskies As They Experienced The Glenlivets “Single Belief”.
The Result:
1.This Film Was Exclusively Shown In Special “The Glenlivet Whisky-Tasting Theaters”, With Nearly 20 Screenings Held Throughout Taiwan. The “First-Ever Movie-Whisky-Tasting Experience” Won Coverage In Major Film, Fashion, And Boutique Magazines, As Well As Word-Of-Mouth Praise From Fellow Agencies And Whisky Lovers Alike. It Also Allowed Consumers To More Profoundly Experience The Glenlivets Brand Spirit. 2.Altogether, Nearly 100 Ads And Media Reports Were Broadcast, Creating An Estimated Advertising/Pr Value Of More Than Nt$10 Million. 3.This Case Has Won: 2016 Taiwan 4a Creative Awards-Grand Prix,1gold,1excellence 2016 China4a Golden Seal(Creative)Awards -Grand Prix,4 Gold 2016 Agency & Advertiser Of The Year(By Brain Magazine & Taa)-Silver 2016 The 39th Times Advertising Awards-Grand Prix,2gold,1bronze,1excellence 2016 Times Asia-Pacific Advertising Awards-4bronze