Taiwanese wedding cake retailer Isabelle takes a long, hard look at love

Isabelle’s wedding cake line has successfully won the hearts of young adults with a series of ads under the ’12 star signs’ campaign in Taiwan. This campaign speaks about the 12 different ways of marriage proposals under each horoscope and has gained recognition in regional ad awards like Adfest and Cannes Lions.

Bates 141 Taipei returns for the two new TVCs titled ‘Seperated’ and ‘Disappear’. Richard Yu, ECD at the agency, said the campaign means to be provocative and the audience will either “love it or hate it”.

The campaign targets those that have been in a long term relationship for at least seven to eight years. Many Taiwanese couples nowadays are open to the idea of living together without marriage. These relationships however could be broken up easily since there is no solid commitment. The new commercials take a look at long-term relationships that have turned sour and habitual.

The campaign was initially launched on television through 40-second TVCs aiming to drive people online for the full version with the complete ending to the stories.

'12 star signs' campaign last year was created to drive brand awareness. This year, Isabelle hopes to achieve sales growth for baked goods in general, especially during the mid-Autmn festival period.

Credits:
Project Seperated & Disappear
Client Isabelle Taiwan
Creative agency Bates 141 Taipei
Executive creative director Richard Yu
Creative directors Lion Tsai, Vivien Chou
Art directors Richard Yu, Vivien Chou, Elven Liu, Peggy Chen
Copywriters Lion Tsai, Renee Chen
Agency producer Allen Koo
Exposure Television, online