Cannes Lions

LITERARY TEA

LEO BURNETT COMPANY, Taipei / UNI PRESIDENT (THAILAND) CO. / 2006

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The May Fourth Movement was held on May 4, 1919 – it was a movement in which people attempted to convey cultural ideas of contemporary Neo-Confucianism during the beginning of the Chinese Taipei. Chi-Chau Liang was a poet from the May Fourth Movement who wrote "The Literature", whence the brand name "The Literary Tea" came from. The garget audiences are junior and senior high school students. We convey the meaning: "A poem exists in my mind" to them. All the wording of the V/O and the event excerpts in the Mandarin Literature must be read by all junior high students.

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