At the turn of the Lunar New Year, in a sea of joyous contents presented by other adverts, Union Bank of Taiwan unexpectedly replayed a national failure on screen as a New Year’s gift. This lets people re-evaluate the small failures in life and face the sadness and pain that 0.001 sec brought, turning them into new courage.

On 29 August 2018, an important sports event kept everyone in Taiwan on their toes — the Asian Games men’s 200m race. Representing Taiwan was an athlete who had never lost in international competitions. However, during the Asian Games he lost by an astonishing 0.001 second, unable to take home the gold medal.

“If I do have the ability, I won’t even lose by a fraction”

His honest self reflection in the interview after the race encouraged Taiwan.

At this moment, came Union Bank of Taiwan. Being a long term supporter of local culture, the bank took actions to support Yang Chun-Han. Not only did they make up for the first place award money Yang lost, the bank also made his story into their brand advert. Union Bank of Taiwan hope to use the “value of 0.001sec” as encouragement for Taiwan and address their brand attitude towards digital finance.