Most Taiwanese small families do not consider home projectors essential household items. Our challenge was to turn it into one.

Our insight was that many modern Taiwanese couples experience various marital problems originating from the homemaker/breadwinner dichotomy.

Habitual Latecomers:

Some husbands consider working overtime more appealing than returning home; car seats more relaxing than the living room couch; and are willing to take whatever reasons just to delay going home.

To bring “Be a Family Person” to life, we identified three common marital problems and produced three mini-movies accordingly, which are: habitual latecomers, pseudo single-parenthood, and marriage aphasia. We invited the well-known actress Chang Ching Ning, one of the most beloved celebrities in Taiwan with growing popularity among both genders, to play all three leading roles of each story, interpreting different kinds of hardship wives often meet in marriage.

The campaign was divided into three waves, from teaser, to the release of the films, and finally attention regeneration. It was done online with no traditional media investment as suggested by two other media agencies. In terms of video platform selection, we chose both Youtube and Facebook. Some suggested that it would be more effective to upload videos on one channel only, preferably Youtube, in order to maximize views. However, we believe social networking platforms like Facebook is crucial to achieve