Single Belief Dentsu Taiwan Inc. Taipei para The Glenlivet

Single Belief

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Sector Whiskey
Media Case study
Mercado Taiwán
Agencia 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
Agencia de production Home Green Films
Director Tsai Ming-Liang
Publicado octubre 2016

Premios

Ad Stars 2017
Branded Entertainment Videos - Grand Prix

Creditos y descripciones

Title: Single Belief
Agency: Dentsu Taiwan
Brand: Pernod Ricard Taiwan
Country: Chinese Taipei
Entrant Company: Dentsu Taiwan, Taipei City
Advertising Agency: Dentsu Taiwan, Taipei City
Production Company: Homegreen Films, Taipei City
Chief Creative Officer: Alice Chou (Dentsu Taiwan Inc)
Creative Director: Ryan Liao (Dentsu Taiwan Inc)
Senior Copywriter: Meng-Yuan,Chou (Dentsu Taiwan Inc)
Art Director: Sean Tsai (Dentsu Taiwan Inc)
Copywriter: Harper Chuang (Dentsu Taiwan)
Director: Kang-Sheng, Lee (Homegreen Films)
Producer: Ming-Liang, Tsai (Homegreen Films)
Group Account Director: David Ma (Dentsu Taiwan Inc)
Account Director: Rainy Chiang (Dentsu Taiwan Inc)
Account Manager: Elsie Lee (Dentsu Taiwan Inc)
Account Executive: Kramer Ju (Dentsu Taiwan Inc)
Producer: Sean Hung (Dentsu Taiwan Inc)
Marketing Planner: Wanjung Lin (Dentsu Taiwan Inc)
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(Taipei). 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 Taiwan’s 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 Glenlivet’s “Single Belief”.
Relevancy:
Have u ever seen a movie where the lead actor doesn’t move at all?or a cinema that offers whisky tasting?In the making of “Single Belief”, choosing the perfect spokesperson was a key starting point. We combined unique local culture and brand spirit, then used the platform of film to make the concept more accessible for consumers. In terms of expression, using an experimental method and bold presentation enabled strong linkage with the brand content.This unprecedented experience combining movies and whisky-tasting allowed everyone to experience the “Single Belief” of The Glenlivet with all your five senses.
Strategy:
1.We took the Glenlivet's well-known characteristic “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 “film”, a media much discussed and disseminated in Taiwan . 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 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. They truly epitomize The Glenlivet’s never-changing whisky-making spirit, and its achievement.
Campaign Description:
One of the Glenlivet’s well-known characteristic is its never change taste since 1824. At this time, we cooperate with world international famous movie director Tsai Ming Liang and Lee Kang Sheng to make a film “Single Belief”. We want to convey Lee Kang Sheng’S belief that he never change his unique way to perform and never be affected by any other’s opinion through the film “Single Belief”. What’s more, we convey the Glenlivet’s brand spirit “one belief” through the film at the same time.
Synopsis:
Taiwan is the world’s No.3 market for single-malt whiskey, and competition is intense. Relative to its competitors, neither The Glenlivet Whisky’s original brand spirit of “Originality”, nor its brand image, resonated clearly with consumers. And because of the brand’s Chinese translation of “Glen” —which was the same for several other brands, such as Glenmorangie, Glenfiddich, and Glengoyn)—consumers tended to mix them up.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 Glenlivet’s brand spirit concept more accessible for consumers. We took this “insistence” and developed the concept of “Single Belief”.
Outcome:
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 Glenlivet’s 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:2017 ADFEST-Branded Content & Entertainment - Grande 2016 LongXi Creative Awards-The Grand Prix,2 Best of the Golds,4 Golds2016 China4A Golden Seal Awards - Grand Prix,4 Gold2016 Taiwan4A Creative Awards - Grand Prix,1Gold,2016 The Times Advertising Awards - Grand Prix,2Gold