VML Taiwan has created this ‘Fresh Everyday’ series of spots for Pure Tea. The campaign was divided into 5 episodes, with one episode airing each day, released from Monday to Friday.
‘Fresh’ has always been the product characteristic that Pure Tea has wanted to convey. But ‘fresh’ is too general. Therefore, the brand wanted to clearly convey the support point of fresh and delicious products to young people.
Often young people are not interested in advertisements that describe product features. Young people don’t care about fresh support points, but they care very much about whether they live fresh every day. The same is what they hate the most. They expect to experience the freshness of every day through challenges and stimulation in life or work.
Every day full of excitement and challenges is what young people want. Therefore, the creative strategy: let unexpected conflicts and transitions happen every day. Make every day full of drama and freshness and convey the message of product characteristics.
The film describes an innocent college intern who entered an advertising company with complicated relationships. Emergencies, pressures, challenges, and accidents happen one after another. How will this intern face the fresh days?
With the different challenges faced by the protagonist of the film every day, VML Taiwan ensure that every day, the audience can see fresh, interesting, and dramatic films. Through the film, young consumers can feel that pure tea is fresh every day.
Credits
Agency: VML Taiwan
Chief Creative Officer: Lulu Lu
Executive Creative Director: Wu, Min-Lung
Creative Director: Dory Liu
Assoc Art Director: Eve Chen
Art Director: Pearson Tsim
Copywriter: Ai Hsiao
Copywriter: Ben Hu
Senior Account Executive: Chantel Chen
Account Executive: Pinpin Chen
Account Director: Cynthia Chen
Agency Producer: Etta Lin
Director: Ronny Hsu
Production: Professional Video & Audio Production
