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  • SUB CATEGORY :
    USE OF INFLUENCER
  • ENTRANT COMPANY :
    SHARE DIGITAL MARKETING CO., LTD., TAIPEI
  • TITLE :
    AIN’T I A WOMAN
  • BRAND :
    EVERYDAY PAD
  • ADVERTISER :
    TAIWAN COMFORT CHAMP MANUFACTURING CO., LTD.
  • AGENCY :
    SHARE DIGITAL MARKETING, TAIPEI
  • MANAGING DIRECTOR :
    NORMAN LIN
  • CHIEF CREATIVE OFFICER :
    NORMAN LIN
  • EXECUTIVE CREATIVE DIRECTOR :
    BEN CHUNG
  • CREATIVE DIRECTOR :
    BEN CHUNG/TIMOTHY YEH
  • ART DIRECTOR :
    BEN CHUNG
  • COPYWRITER :
    TIMOTHY YEH / HAILEY LIN
  • DESIGNER :
    LINNIE LIN
  • ACCOUNT DIRECTOR :
    JESSIE SHEN
  • ACCOUNT MANAGER :
    ALISON LEE
  • ACCOUNT EXECUTIVE :
    TIFFANY LIU
  • STRATEGIC PLANNING DIRECTOR :
    EUGENE CHEN
  • FILM PRODUCTION COMPANY :
    BOKU FILM LTD., TAIPEI
  • DIRECTOR :
    YI AN CHEN/EIGHT WU
  • DIRECTOR OF PHOTOGRAPHY :
    SHENG YANG SU
  • CINEMATOGRAPHER :
    KENT HSU
  • CAMERAMAN :
    YI KAI CHIU/SHOU PO WEN
  • GAFFER :
    KAI SIANG YOU
  • EXECUTIVE PRODUCER :
    KUANG CHING CHEN/KICHI YANG
  • FILM PRODUCER :
    WEI KAI JUANG
  • PRODUCTION ASSISTANT :
    SI TING SHEN/SHIN LIANG CHEN/WEI CHEN HSU
  • LIGHTING :
    CHIA CHANG LING/YIN CHI CHANG
  • STYLIST :
    CHOU TING CHANG
  • HAIR & MAKE-UP :
    PATIENT WU
  • ART DIRECTOR :
    SHADOW HUANG
  • EDITOR :
    YI AN CHEN
  • COLORIST :
    YONG CHENG
  • VISUAL EFFECTS :
    JING TANG LIN
  • SOUND PRODUCTION COMPANY :
    SOUNDS GOOD RECORDING CO. LTD., TAIPEI/
    STRAWBERRY FIELD, TAIPEI
  • SOUND DEPARTMENT :
    YU CHIH LEE
  • MIXER :
    SEEK HUANG
  • CAMPAIGN SUMMARY :
    During the Paris Olympics, Taiwanese female boxer Lin Yu-Ting faced public scrutiny questioning her gender due to her appearance and outstanding performance.
    As a Taiwanese women’s health brand, we have decided to extend an endorsement invitation for her—not only to challenge all stereotypes but also to take concrete action as a source of support for every Taiwanese woman.
    This move affirms that gender is never defined by appearance but by the courage it takes to face menstruation every month.
  • CREATIVITY/IDEA/INSIGHT :
    As global trends embrace diverse gender identities, people's perceptions and definitions of gender have become increasingly blurred. The issue of gender misuse and debate has become a focal point of modern society.
    During the 2024 Paris Olympics, Taiwanese female boxer Lin Yu-Ting faced unreasonable gender questions from figures like J.K. Rowling, Elon Musk, and Donald Trump, due to her androgynous appearance and powerful boxing skills. Media outlets like TIME, Reuters, and The Telegraph fueled the controversy, making the issue spread rapidly worldwide. Even after the International Olympic Committee held a press conference confirming she is a woman, the doubts surrounding her gender persisted.
    As a local Taiwanese brand of sanitary pads, Everyday Pad decided to step forward. Through an endorsement of female hygiene products, we not only supported Lin Yu-Ting in countering the public criticism but also used the power of social media to raise awareness about gender stereotypes in Taiwanese society.
  • STRATEGY :
    We turned the social media battleground into our weapon. On Threads, Taiwan’s most widely used and conflict-prone platform, we made a bold move—announcing Lin Yu-Ting as the face of our sanitary pad brand.
    Leveraging the platform’s nature, we amplified the discussion on gender stereotypes, bringing it into everyone’s view.
    In no time, we sparked a nationwide conversation, rallying Taiwan to join the fight and declaring our message: “Women born for no one’s definition.”
  • EXECUTION :
    When Lin Yu-Ting won the gold medal and instantly became the center of attention in Taiwan, we were the first to release a video on Threads. The video, themed "I Ain’t A Woman" exposed the absurdity behind the gender controversy surrounding Lin Yu-Ting, and announced her as the brand ambassador for Everyday Pad. At the same time, we held an offline press conference, inviting media from across Taiwan to witness the moment, ensuring that the issue immediately reached the eyes of every Taiwanese, both online and offline.
  • RESULT :
    The campaign quickly captured public attention, garnering coverage from over 50 major media outlets and generating NT$21.65 million in media exposure.
    Brand searches skyrocketed by 3,150%, website traffic grew by 161%, and sales surged by 406%.
    Under the influence of public discourse, the Taiwanese government reinstated Lin Yu-Ting's National Glory Medal, previously revoked due to the gender controversy.
    Furthermore, she became the representative for the 2024 United Nations International Day of the Girl, standing as a powerful symbol of resilience and inspiration, encouraging Taiwanese women to break free from the constraints of gender stereotypes.