Taiwan micro movie series wins Lions Entertainment gold

2016/06/29

“House of Little Moments,” a micro movie series produced by ADK Global Taiwan, bagged gold in the Lions Entertainment competition of the Cannes Lions-International Festival of Creativity June 24 in France, the second time a local production has earned the highly coveted honor after a 17- year hiatus.

Created to market an instant noodle brand produced by Tainan City-based Uni-President Enterprise Corp., the production was one of eight gold winners selected from 1,843 entrants worldwide. It also collected silver two days before in the festival’s Media Lions competition.

Set in a fictional noodle shop, the series portrays the owner creating dishes inspired by the moods of the customers. The movies, which were broadcast online and promoted with teasers on TV, garnered over 8.7 million YouTube views in three months on the strength of their emotional appeal.

Richard Yu, chief creative officer at ADK Global Taiwan, said he hopes the award marks the beginning of more strong showings for Taiwan at the festival. “This Lion will energize and inspire us to keep pushing the envelope of creativity.”

Kristin Patrick, global chief marketer for PepsiCo. Inc. and a member of the competition’s jury, described the production as “beautifully done and articulated,” adding that the judges loved its artistry and production quality. “It is actually one of our favorites and we cannot say enough about it,” she said.

Founded in 1954, Cannes Lions is an eight-day festival of creative inspiration, education and networking for branded communications professionals worldwide. A total of 24 awards were on offer at this year’s event, attracting 43,101 submissions from more than 13,500 participants worldwide.

Of the 144 submissions from Taiwan, two were top winners of a social video competition staged last December by Ministry of Foreign Affairs. “To know about Taiwan (roughly) in 2.5 mins” and “Essential Taiwanese Kung Fu” received NT$250,000 (US$7,685) and NT$100,000, respectively, in sponsorship from the MOFA to take part in the festival’s Young Lions Competitions.

Source: Taiwan Today (http://taiwantoday.tw/ct.asp?xItem=245846&ctNode=2194&mp=9)