The objective of the campaign was to attract as many admen to our event as possible and give them an awesome day away from work. The criteria for success was to stand out from rest of the boring and lifeless similar events that nobody wanted to attend. To the hardworking admen, the holder of the Annual Taiwan Advertising Festival was TAAA, who was the big boss of the industry, and admen’s general feelings toward them were mostly “don’t know” or “don’t care”, which was exactly the image we wanted to overthrow.

The Annual Taiwan Advertising Festival is held at the end of every year in Taiwan. Their brief to us was to put the news of the 8th Annual Taiwan Advertising Festival was coming out there and get as many admen to show up and enjoy the event as possible.

We understood admen’s, our target audience’s, desire to be unique and to be seen, therefore, we decided to give them a whole new experience, which allowed them to transform into a hero in real life to match the hero always hides in their hearts. We invited a famous illustrator to visualize 6 image of our ad-heroes and the “infinity glasses”. When one put the glasses on, he/she could transform into ad-hero and see the hidden images and messages on our posters, invitations and the hero-t-shirt tailored to match the receiver’s job positions to give them the sense of uniqueness.

Over thousands of Ad-heroes joined the event. Five types of t-shirt were not only the event souvenirs, but also an inspiration. The festival related products 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 was every adman enjoyed an awesome day and trusted and believed that they could do more.