ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Writing
Annual ID
OA23_MI012M
BACKGROUND AND CHALLENGE
Taiwan is a society dominated by public opinion, and each 'urban renewal' project on average takes more than 15 years. Local governments need to hold meetings and consult with residents for a prolonged period of time. The biggest challenge of reconstruction is not just the physical rebuilding of the city but the rebuilding of people's hearts. The situation calls for respect and understanding.
The New Taipei City Government (NTCG) is implementing two major reconstruction projects – Wenzaizun and Wugu Garbage Mountain. These projects cover a vast area and involve millions of residents who live in old and dilapidated urban spaces. Many residents have been looking forward to the reconstruction for a long time, but when facing relocation, their hearts are still filled with reluctance and doubt. How can we help this city progress and reduce the anxiety that accompanies change?
IDEA
A traditional government policy campaign wouldn’t connect with residents to sway public opinion in favor of the rebuilds and relocation. Instead, we leveraged local insights to create two youthful stories that connected with the residents with empathy and understanding.
EP.1 Yesterday And Tomorrow
Insight: The swing between past and tomorrow
Wenzaizun is a "iron factory village" with more than 6000 illegal buildings. In this dilapidated environment, many people are looking forward to reconstruction, while others are reluctant to leave the homes they have lived in for many years.
EP.2 The Beginning of After
Insight: Impossible to change
Wugu Garbage Mountain used to be an area with illegal dumping, high-crime rate. In the past 30 years, people believe it’s impossible to change.
RESULT
After the film series went online, we set a new record for the number of positive discussions in government ads. 3M views within a week, 110k likes, and 24% increase in NTCG’s Governance Satisfaction.
Today, Garbage Mountain has become a beautiful park, and Wenzaizun's Illegal iron factories have been torn down. Most residents restart their new life.
Taiwan is a society dominated by public opinion, and each 'urban renewal' project on average takes more than 15 years. Local governments need to hold meetings and consult with residents for a prolonged period of time. The biggest challenge of reconstruction is not just the physical rebuilding of the city but the rebuilding of people's hearts. The situation calls for respect and understanding.
The New Taipei City Government (NTCG) is implementing two major reconstruction projects – Wenzaizun and Wugu Garbage Mountain. These projects cover a vast area and involve millions of residents who live in old and dilapidated urban spaces. Many residents have been looking forward to the reconstruction for a long time, but when facing relocation, their hearts are still filled with reluctance and doubt. How can we help this city progress and reduce the anxiety that accompanies change?
IDEA
A traditional government policy campaign wouldn’t connect with residents to sway public opinion in favor of the rebuilds and relocation. Instead, we leveraged local insights to create two youthful stories that connected with the residents with empathy and understanding.
EP.1 Yesterday And Tomorrow
Insight: The swing between past and tomorrow
Wenzaizun is a "iron factory village" with more than 6000 illegal buildings. In this dilapidated environment, many people are looking forward to reconstruction, while others are reluctant to leave the homes they have lived in for many years.
EP.2 The Beginning of After
Insight: Impossible to change
Wugu Garbage Mountain used to be an area with illegal dumping, high-crime rate. In the past 30 years, people believe it’s impossible to change.
RESULT
After the film series went online, we set a new record for the number of positive discussions in government ads. 3M views within a week, 110k likes, and 24% increase in NTCG’s Governance Satisfaction.
Today, Garbage Mountain has become a beautiful park, and Wenzaizun's Illegal iron factories have been torn down. Most residents restart their new life.
2023 Awards
Total Points: 2
Merit Award
Credits
Agency
Dentsu Creative Taiwan / Taipei
Associate Creative Director
Jacky Hsu
Sunny Chen
Chief Creative Officer / Copywriter
Alice Chou
Senior Art Director
Vera Fang
Senior Copywriter
Suzanne Huang
Senior Creative Director / Senior Art Director
Ryan Liao
Account Director
Iku Chang
Account Manager
Asa Huang
Digital Director
Autumn Jen
Digital Supervisor
Joy Shih
Free director
Chih-yen Yee
Group Account Director
Matt Yang
Vice President
Alan Sun
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