London International Awards
2023 Winners and Finalists
Bronze
Pharma & Medical
Social Responsibility/Awareness
| Entrant: | Ogilvy Taiwan, Taipei |
| Brand: | HPV Prevention |
| Title: | "Blow With Love" |
| Corporate Name of Client: | Merck Sharp & Dohme, MSD |
| Client: | Taiwan Association of Family Medicine |
| PR Company: | ERA Ogilvy, Taipei |
| PR Company General Manager: | Adonis Chang |
| PR Company Account Manager: | Vicky Huang |
| PR Company Account Executive: | Jamie Liao |
| PR Company Business Director: | Cindy Tien |
| PR Company Communications Director: | Vicky Huang |
| PR Company Executive Creative Director: | Gene Wu |
| PR Company Senior Creative: | Kimi Tseng |
| Agency: | Ogilvy Taiwan, Taipei |
| In-House Company: | Content Studio, Taipei |
| Chief Creative Officer: | Giant Kung |
| Executive Creative Director: | Gene Wu |
| Senior Creative Director: | Kimi Tseng |
| Creative Director - Art: | Kimi Tseng |
| Creative Director - Copy: | Gene Wu |
| Associate Creative Director: | Andrew Feng |
| Creatives: | Gene Wu/Kimi Tseng/Andrew Feng/Kao Kao |
| Senior Copywriter: | Andrew Feng |
| Senior Art Director: | Kimi Tseng |
| Art Director: | Kao Kao |
| Executive Agency Producer: | Alan Leung |
| Senior Agency Producer: | Jun Chen |
| Agency Senior Account Executive: | Jamie Liao |
| Agency Group Account Director: | Cindy Tien |
| Agency Account Director: | Vicky Huang |
| Agency Account Team: | Cindy Team |
| Agency Account Brand Manager: | Cindy Tien |
| Production Company: | April Studio, Taipei |
| Production Managing Director: | Luke Jiang |
| Director: | Booker Lin |
| Executive Producer: | Luke Jiang |
Description:
However, knowing that HPV can cause head and neck cancer through sexual transmission, must be addressed while being sensitive to public feeling.
Our strategy was to address the issue but in a light-hearted way. Which provides public education while being fun and aligning with Taiwanese culture.
In Taiwan, we have many humorous expressions to describe embarrassing things. For example, "Catch a monkey" means "Catch a cheater", "Chrysanthemum flower" means "anus".
So, “Blowing the trumpet (horn)” - a musical euphemism for oral sex in Taiwanese.
This is a very popular Social MeMe in Taiwan.
Using Taiwan young people's favorite terms and developing interesting local stories would catch their attention in no time!
In addition, Taiwan has many KOLs who are active with the themes of "love" and "sex". If we can use them well, we will be able to bring a wider audience and dissemination to our issues.