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LIFEQUAKE 2021

dentsu mcgarrybowen, Taipei City / TUNGHO STEEL / 2021

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Overview

Credits

OVERVIEW

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Just like earthquakes,

the impermanence of life, the sudden changes that did not happen in anticipation, beat us at the moment of no preparedness.

But we believe that the resilience of life is like the earthquake-resistant steel of Tungho Steel.

Every lifequake is telling us life is fragile yet extremely powerful.

Tung Ho Steel, which is specializing in earthquake resistant steel, would like to blend the warm emotions with the cold steel and pay their respects to those survivors who are facing their “Lifequake”.

The film premiered simultaneously on TV and the Internet on the eve of the Lunar New Year's Eve.

Opening a hopeful prelude to 2021 for all people who have experienced lifequake due to the pandemic.

Cultural / Context information for the jury

Because of the pandemic, people have encountered unprecedented lifequake.Many athletes who chased their dreams have passed by with the only opportunity in their lives.High School Basketball League (HBL) is one of the most high-profile popular sports in Taiwan.Student players prepare for years to compete for the championship regardless of the Internet,TV, and news, high standard publicity reports have formed almost an unprecedentedly grand occasion comparable to the NCAA college basketball game in the United States.We adapted a true story.The two players each faced a different lifequake.In the face of an uncontrollable lifequake, instead of giving up, they used each other's strengths to strengths to pass on a strong life force together.On the eve of the Lunar New Year's Eve when the whole family reunited, the film premiered simultaneously on TV and the Internet, opening a hopeful prelude to 2021 for all people who have experienced lifequake due to the pandemic.

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