Cannes Lions
OGILVY & MATHER TAIWAN, Taipei City / HOME ERA / 2012
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In Taiwan, 95% of consumers understand the nutrition of brown rice, but nearly 85% of them dislike the taste of it and thus hurting their mother's feelings. How to make mothers, in full charge of cooking, interested in re-trying cooking brown rice and resonate consumers with this new brand with competition against three major players in the rice market. We tell a story about "a mother's broken heart".
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