The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Online-only Films & Video / Over 60 Seconds - Single
Annual ID
OS23_FI087M
About the Work
Promote to young people (18 to 30) that HPV (human papilloma virus) is mainly transmitted through "sex", which can lead to various cancers. Only vaccination is the way of prevention.
But, sex can be an embarrassing topic in Taiwan, However, knowing that HPV can cause head and neck cancer through sexual transmission, must be addressed while being sensitive to public feeling.
The limitations caused by traditional culture, we have to use the local humorous culture to break through.
Our strategy was to address the issue but in a light-hearted way. Which provides public education while being fun and aligning with Taiwanese culture.
In Taiwan, we have many humorous expressions to describe embarrassing things. For example, "Catch a monkey" means "Catch a cheater", or "Chrysanthemum flower" means "anus".
So when we're going to say "blowjob", we'd say “Blowing the trumpet (horn)” - a musical euphemism for oral sex in Taiwanese.
In addition, Taiwan has many KOLs who are active with the themes of "love" and "sex". If we can use them well, we will be able to bring a wider audience and dissemination to our issues.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Taipei
Client / Brand
Taiwan Association of Family Medicine / Taipei
Production Company
April Studio / Taipei
Creative Director
Kimi Tseng
Director
Booker Lin
Executive Producer
Luke Chiang
Group Creative Director
Gene Wu
Producer
Jun Chen
Associate Creative Director
Andrew Feng
Account executive
Jamie Liao
Assistant art director
Kao Kao
Associate Account Director
Vicky Huang
Group Account DIrector
Cindy Tien
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