Promote Taiwanese
Cuisine

The advertisement aims to diminish the notion that Cognac is exclusively for upscale occasions and reminds consumers of the perfect pairing of Cognac, particularly Hennessy V.S.O.P, with Taiwanese cuisine. It broadens the options from just whisky or beer when enjoying Taiwanese dishes to include Cognac as a choice. The creative concept hinges on the common link discovered between Hennessy V.S.O.P, Taiwanese cuisine, and Taiwan itself: the art of fusion. Through the meticulous fermentation and distillation of the spirit, and the fusion of eight major culinary styles in Taiwanese cuisine, including influences from Japanese cuisine, the ad showcases the classic Taiwanese dishes. Taiwan's street culture and its inherent spirit are portrayed as romantically modern with a mix-and-match style. The campaign leverages the idea of 'Modern Taiwanese Cuisine - More Fusion, More Romance' to emphasize the relationship between the drink and the food. Hennessy, known for its musical associations, collaborates with singers Li Ying-Hong and Ma Nian-Xian, who embody both a Taiwanese identity and a trendy, modern image, guiding audiences to enjoy Taiwanese cuisine in a uniquely Taiwanese journey. Additionally, numerous Key Opinion Leaders (KOLs) introduce the prelude to modern Taiwanese cuisine, leading the audience into what it means to dine in a modern style. The promotional efforts resulted in the simultaneous release of videos on FB and YouTube, garnering over 2 million views and nearly 2000 shares. There was an enthusiastic response from hundreds of netizens, expressing sentiments such as 'an ad I wouldn't skip', 'gave me goosebumps', 'made me crave Taiwanese food and a drink', and 'modern yet rooted in tradition, fusion has always been Taiwan's style'.

Responsibilities: Front-end strategy positioning, concept proposals, script execution, and copywriting.