Emotional impact in Taiwan advertising

Three recent examples of emotionally resonant work from the island nation.

‘A Gift for Imagination’ for Lego by Iris Singapore

As part of its ongoing City Adventures campaign, Lego released a video that shined a light on time lost with children due to long working hours. Shot in Taipei, it focuses on 6-year-old Hsiao Feng, who likes to build, because he wants to take after his father, who repairs and sells cars. The film taps into a long-standing issue, especially in workaholic Asia, and elegantly integrated the nurturing of imagination and creativity that are central to the brand's message.

 

Acceptance’ for McCafé by Leo Burnett Taiwan

This heartwarming video put the spotlight on one of the most difficult conversations a young LGBT person can have: coming out to family. Entitled ‘Acceptance’, the video was part of a series titled ‘More Warmth in Conversations’. We applauded both agency and brand for highlighting what can be a nerve-wracking and painful experience for so many and framing it in a warmer and more inclusive context, that's also very much in line with McDonald’s long-standing brand positioning as being the venue for many of life’s moments.

 

‘House of Little Moments’ for Uni-President by ADK

Uni-President released follow-ups to its award-winning series of poignant short dramas set in a noodle shop. It can be difficult to sustain something like this without drifting into the realm of cheesiness, but we think Uni-President and ADK have managed it well. Each film is original and meaningful in its own way. The characters are relatable, there is a nice undercurrent of gentle humour from the shop’s owner, and the films avoid the trap of being overly syrupy or emotional. We are reminded once again of the profundity noodles can have.