In Taiwan, admen always work long hours with minimal budget and little execution time. However, we always overcome the obstacles and complete impossible missions. Therefore, when we had the chance to organize the campaign of the 8th Annual Taiwan Advertising Festival, we decided to utilize our TA’s ability of making the impossible possible to boost the industry morale. We wanted to tell all admen - we are Ad-Hero with infinite potential.

Our strategy was to convince our TA, the admen in Taiwan, that they are all Ad-heroes by making their unseen heroic identities visible. Seeing is Believing.

Admen are playful and adventurous. We wanted to inspire admen in the manner they would appreciate:

1.Become Ad-hero: the event invites were the transformation packs. Put on the equipment from the pack and transform into Ad-hero.

2.See Ad-hero: the infinity glasses releases Ad-heroes’ superpowers, and enabled them to see the hidden messages.

3.Believe in Ad-hero: Admen believed that they were real Ad-heroes, and the ultimate goal of the festival was achieved.

It is most appropriate to the brand because we find a way to satisfy Admen’s hidden desire, which is to be seen and to be appreciated.

We hope admen be the Ad-heroes and see their infinite potential. All heroes should have special equipment, so we created an ad-hero transformation pack as an invitation, which includes an infinity glasses and a hero t-shirt. When admen put on the infinity glasses, they could read the hidden messages meant for Ad-heroes only. The hidden messages included the Ad-heroes transformation images tailored to one’s job positions, and also the info of the events on the invitations, posters, and also hero t-shirts.

Over thousands of Ad-heroes joined the event. The festival related products also made a highest sales volume record. On social media, there were more than 4,000 related posts, and shared content increased 245%. Attracting mainstream media coverage and over $5,121,000 NTD earned media was generated by the whole event. The most important thing is every adman enjoyed an awesome day and saw the Ad-heroes in them.