Champion
Local
Culture

Every summer, Taiwanese people prepare food offerings for the wandering spirits. It’s a great cultural tradition, and also an important sales opportunity. Yet unlike the older generation, who are quite familiar with this tradition, the younger generation has little understanding of the “wandering ghosts” the ceremony is meant to honor. This leads them to feel apathetic about the Hungry Ghost Festival, or even fear it. So, we decided to have them get to know each other starting with a conversation! Introducing ‘’PX Mart presents Talk of the Century – the Living Meet the Departed’’ We selected the three most representative ghosts in Taiwanese culture: a Goblin, a Water Spirit, and a Lady in Red. And we designed a series of culturally meaningful, deeply human conversation topics. From taboos, to a philosophy for living, to the meaning of existence, to self-identity. We created a platform for an intangible exchange between ghosts and humans

Responsibilities: Front-end strategy positioning, interviews with temple personnel , concept proposals, script execution, and copywriting.