E-LIFE MALL BRANDING - "Grandpa's Tv"

J. Walter Thompson Taipei

J. Walter Thompson Taipei Taipei, Taiwan

Awards

3073

Brand: E-LIFE MALL BRANDING
Country: Taiwan

Advertiser: E-LIFE MALL BRANDING

Title	Grandpa's Tv
Agency	J. Walter Thompson Taipei
Campaign	Grandpa's Tv
Advertiser	E-LIFE MALL BRANDING
Brand	E-LIFE MALL BRANDING
Date of First Broadcast/Publication	2017 / 1
Business Sector	Consumer Electronics & Audio-Visual
Philosophy	E-Life Mall created an branded entertainment film to respond to the social issue. The brand cleverly packaged its "values" as "products" and sell to the audience, which created an extensive communication in a very short period of time and led to very successful marketing campaign. E-Life Mall found out that 1/3 of the children in Taiwan have been raised by their grandparents. Many Parents, due to economic pressure, are forced to find work in major cities, leaving their children to live with their grandparents. Once the economic circumstance permits, the children return to their parents. But they retain a strong emotional attachment to their grandparents in their minds. Fueling the desire to one day repay them. E-Life Mall wants to excite the younger generation to purchase new electronics for their elders.
Result	We created a online film following the life of a boy raised by his grandfather. When he grew up and became the same hardworking person like his parents, he began contemplating whether he had forgotten his Grandfather – the man that was his best friend growing up.
Media Type	Web Film
Length	398 seconds
Chief Creative Officer	I-Fei Chang
GCD	Wu
GCD	Min-Lung
Associate Creative Director	Dory Liu
Art Director	Angela Chen
Copywriter	Vik Liu
Executive Production Director	Frank Hsu
Film Director	Ging-Zim Lo
Client Services Director	Ben Hsu
Account Director	Daniel Chang
Account Manager	George Ting
Account Executive	Jean Liu