Cannes Lions

FRANZ CHINA

OGILVY & MATHER TAIWAN, Taipei City / FRANZ CHINA COLLECTION / 2010

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Overview

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Credits

Overview

Description

How to make our brand different from other traditional brands? How to make people to recognise that Franz china is a symbol of love?

Execution

We created “See The Love”, a brand campaign and experimental exhibition, under the simple concept of “make invisible love visible”.For pairs of people (family, married couples, lovers, friends), we recorded their brainwaves and heartbeats, a representation of emotions, memories and love, and visualised them on white china plates, using several of Franz’s popular patterns from nature. Participants created a plate together and were able to actually see their love, without any words or language.15 days later, participants received their plates. Every plate is the only one of its kind in the world because every love is completely unique.

Outcome

Online registration reached its quota within 3 days. Over 90,000 viewers visited the website within 1 week, three times the average. On-site registration at the exhibition exceeded capacity every day. Many news channels showed up to report our story. We even received requests to extend the exhibition. But nothing can compare to the touching moments we witnessed everyday on site, like when a family was brought back together. Once torn apart by their son’s depression, the family rediscovered their love at the exhibition and embraced each other in tears. This was truly the best result.

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