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SUB CATEGORY :
DIVERSITY & INCLUSION IN ENTERTAINMENT
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ENTRANT COMPANY :
PILOT HAKUHODO, TAIPEI
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TITLE :
THE FELLOWSHIP OF MT. JADE: COURAGE
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BRAND :
VOLKSWAGEN COMMERCIAL VEHICLES
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ADVERTISER :
VOLKSWAGEN GROUP TAIWAN
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AGENCY :
PILOT HAKUHODO, TAIPEI
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CHAIRMAN :
GENKI TEI
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CHIEF EXECUTIVE OFFICER :
FRANCES YI
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GENERAL MANAGER :
CHARMIE HUANG
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RESEACH & DATA ANALYST :
MIA LEE
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DESIGNER :
ROY YU
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ACCOUNT DIRECTOR :
CYNTHIA CHEN
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ACCOUNT MANAGER :
ANGIE WANG
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ACCOUNT EXECUTIVE :
WENDY LIEW
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STRATEGIC PLANNING DIRECTOR :
MIA LEE
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PR AGENCY :
PLANET PR, TAIPEI
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FILM PRODUCTION COMPANY :
PALACE PRODUCTION, TAIPEI
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MANAGING DIRECTOR :
PHILLIP CHEN
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DIRECTOR :
YUKI CHU
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CINEMATOGRAPHER :
STEVE TSAI
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CAMERAMAN :
BILL LIU
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DRONE VIDEOGRAPHER :
KEVIN LIN/JERRY XIE
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EXECUTIVE PRODUCER :
WALT WU
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FILM PRODUCER :
WILDER TSAI
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ASSISTANT PRODUCER :
YUN SUNG
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POST-PRODUCTION COMPANY :
PHOTON STUDIO, TAIPEI
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EDITOR :
JAMMY HU
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COLORIST :
HONG JHU JYUN
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SPECIAL EFFECTS :
IAN CHEN
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POST EXECUTIVE PRODUCER :
LU HUI FANG
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SOUND PRODUCTION COMPANY :
EDGAR MUSIC, TAIPEI
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SOUND DESIGNER :
EDGAR HSU
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SOUND EXECUTIVE PRODUCER :
EDGAR HSU
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MUSIC COMPOSER :
HOWARD YANG/EDGAR HSU
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CAMPAIGN SUMMARY :
In Taiwan, nearly 140,000 individuals live with severe disabilities, most of whom are either confined to medical facilities or at their homes, with limited opportunities to explore the world. We believe that the right to accessible mobility is a fundamental right that everyone should enjoy. With this in mind, we sought to take tangible action to raise awareness of this critical issue.
To convey this message, we invited Chen Jia-ling, a mother who has completed over 300 marathons with her son, Xiao-bi, who has severe cerebral palsy, to join us in forming " The Fellowship of Mt. Jade" Supported by Volkswagen Commercial Vehicles, the team took on the extraordinary challenge of climbing Taiwan’s highest peak, Mt. Jade, achieving an unprecedented feat.
Through its compelling narrative, the documentary has inspired viewers, sparked discussions on inclusivity, and highlighted the spirit of overcoming barriers. It successfully connects the brand with universal values of courage and determination, creating a meaningful social and emotional impact.
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CREATIVITY/IDEA/INSIGHT :
In Taiwan, nearly 140,000 individuals live with severe disabilities, most of whom are either confined to medical facilities or at their homes, with limited opportunities to explore the world. We believe that the right to accessible mobility is a fundamental right that everyone should enjoy. With this in mind, we sought to take tangible action to raise awareness of this critical issue.
To convey this message, we invited Chen Jia-ling, a mother who has completed over 300 marathons with her son, Xiao-bi, who has severe cerebral palsy, to join us in forming " The Fellowship of Mt. Jade" Supported by Volkswagen Commercial Vehicles, the team took on the extraordinary challenge of climbing Taiwan’s highest peak, Mt. Jade, achieving an unprecedented feat.
Through this authentic and courageous story, we aimed to show that individuals with disabilities can overcome limitations and achieve what may seem impossible.
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STRATEGY :
Encourage Taiwan's 140,000 individuals with severe disabilities to bravely step outdoors. At the same time, call on all Taiwanese people to stop looking at them with judgmental eyes. They are just like you—seeking recognition, longing to be seen, and wanting to live with greater dignity and respect.
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EXECUTION :
The project began with thorough planning to ensure safety and authenticity. A professional medical team and experts were involved in preparing for the high-altitude climb, ensuring the well-being of participants. A carrier team that takes shift to carry Xiao-Bi. Filming captured raw, emotional moments while maintaining the brand’s narrative of overcoming obstacles.
The timeline spanned nine months: pre-production for 5 months (medical evaluation, planning, and logistics), 2 months for the climb and filming, and six weeks for post-production to refine storytelling and visuals.
At first, the documentary was strategically placed in theater as a public welfare initiative, then online on social media platforms, OTT channels, and PR events to maximize visibility.
The scale was impactful yet focused, targeting audiences across Taiwan and regions interested in inclusivity. The story resonated widely, sparking conversations on accessibility and equality while aligning seamlessly with the brand’s mission.
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RESULT :
Reach
The documentary reached 6,650,000 people, which is about 20% of Taiwan's population through strategic placements on social media, digital campaigns, and PR events.
Engagement
It generated nearly a thousand organic discussions online, with most comments from caregivers or family groups, aligning with the target audience.
Impact
The film secured extensive media coverage across TV, OTT, and digital platforms, generating nearly 300 news reports and raising awareness of mobility challenges and accessibility.
Quality of Experience
Renowned Taiwanese filmmakers and critics praised the film’s depth and completeness on social media, offering strong recommendations.
Behavior Change
Viewers supported accessibility initiatives, shared personal stories, and engaged in advocacy, demonstrating meaningful changes.
Brand Perception
Volkswagen’s brand image was strengthened, reinforcing its role as empathetic, socially responsible, and aligned with values of courage and inclusivity.
Achievement
The documentary exceeded objectives, amplifying the brand’s mission and fostering deep emotional connections through impactful storytelling.
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