Memories Empower | Kingston Technology
BRANDING
COPYWRITING
STORYTELLING
Overview
In 2021, I had the honor of collaborating with Kingston, the memory company, to create the brand video "Memories Empower." This video aimed to explore a different perspective, not simply glorifying the positive and bright memories, but instead, it questioned whether "painful memories still need to be etched in our minds and can become a driving force for moving forward."
Upon its release, the video quickly surpassed a million views within just one week across the entire Asia-Pacific region, sparking tens of thousands of discussions and shares on social media, and igniting a wave of engagement with its multifaceted themes.
Client: Kingston Technology
My Role
Copywriter
Storyteller
Accomplishments
20M+ Views
70M Reaches
420 Media Reports
150% Sales Growth
🏆 Gold, Short Film, 2021 DAwards
🏆 Bronze, Best Digital Viral Video Creative, 2021 AAAA Creative Award, Taiwan
🏆 Best Long-form Video Advertisement, 2021 AAAA Creative Award, Taiwan
🏆 Best Public Service Advertisement, 2021 AAAA Creative Award, Taiwan
🏆 Social Marketing and Influence, 2021 LongXi Creative Awards
🏆 Digital Video Over 5 Minutes, 2021 LongXi Creative Awards
🏆 Online Fictional Brand Content, 2021 LongXi Creative Awards
Background
In the unprecedented challenges of 2021 brought on by the global pandemic, Kingston, the leading memory brand, faced the question of how to deliver a fresh message aligned with their core brand value of "Memory." During these difficult times, Kingston Is With You sought to explore a new perspective on memories that goes beyond revisiting positive ones and instead focuses on the empowering aspect.
Concept
"Memory" serves as the fundamental brand value of Kingston, representing their commitment to preserving cherished moments. However, amidst the backdrop of worldwide disasters, the company decided to delve into the other side of memories – the traumatic experiences – and investigate how they can be a source of strength.
Idea
The concept revolves around the idea that memories connect the past, present, and future. The film centers on a foreign worker who encounters a young girl, the lone survivor of a mudslide that devastated her village. During rainy days, the girl paints a bell tower, symbolizing the hopes of her community within her memory. Deep within our minds, each of us carries our own bell tower of memories. Only when we confront and understand these memories can our bell towers provide the strength to move forward in life.
Execution
To ensure authenticity, we collaborated with psychologists and meticulously crafted the storyline. Due to pandemic restrictions, the film was developed and filmed in Taiwan. Additionally, an award-winning musician was invited to compose the theme song, and we launched a 7-day sensory memory interaction to encourage people to explore bittersweet memories both online and offline.
Result
The film sparked captivating discussions across 10 Asian countries, achieving record-breaking viewership and reach. It immediately generated media coverage, numerous comments, and widespread sharing. As a result, not only did it enhance brand favorability, but it also had a positive impact on sales performance."
*The content material on this website is solely used to support the presentation of individual works, and all copyrights of the audio and video materials belong to their respective brands. Unauthorized use for any other purposes is strictly prohibited.
Memories Empower | Kingston Technology
BRANDING
COPYWRITING
STORYTELLING
Overview
In 2021, I had the honor of collaborating with Kingston, the memory company, to create the brand video "Memories Empower." This video aimed to explore a different perspective, not simply glorifying the positive and bright memories, but instead, it questioned whether "painful memories still need to be etched in our minds and can become a driving force for moving forward."
Upon its release, the video quickly surpassed a million views within just one week across the entire Asia-Pacific region, sparking tens of thousands of discussions and shares on social media, and igniting a wave of engagement with its multifaceted themes.
Client: Kingston Technology
My Role
Copywriter
Storyteller
Accomplishments
20M+ Views
70M Reaches
420 Media Reports
150% Sales Growth
🏆 Gold, Short Film, 2021 DAwards
🏆 Bronze, Best Digital Viral Video Creative, 2021 AAAA Creative Award, Taiwan
🏆 Best Long-form Video Advertisement, 2021 AAAA Creative Award, Taiwan
🏆 Best Public Service Advertisement, 2021 AAAA Creative Award, Taiwan
🏆 Social Marketing and Influence, 2021 LongXi Creative Awards
🏆 Digital Video Over 5 Minutes, 2021 LongXi Creative Awards
🏆 Online Fictional Brand Content, 2021 LongXi Creative Awards
Background
In the unprecedented challenges of 2021 brought on by the global pandemic, Kingston, the leading memory brand, faced the question of how to deliver a fresh message aligned with their core brand value of "Memory." During these difficult times, Kingston Is With You sought to explore a new perspective on memories that goes beyond revisiting positive ones and instead focuses on the empowering aspect.
Concept
"Memory" serves as the fundamental brand value of Kingston, representing their commitment to preserving cherished moments. However, amidst the backdrop of worldwide disasters, the company decided to delve into the other side of memories – the traumatic experiences – and investigate how they can be a source of strength.
Idea
The concept revolves around the idea that memories connect the past, present, and future. The film centers on a foreign worker who encounters a young girl, the lone survivor of a mudslide that devastated her village. During rainy days, the girl paints a bell tower, symbolizing the hopes of her community within her memory. Deep within our minds, each of us carries our own bell tower of memories. Only when we confront and understand these memories can our bell towers provide the strength to move forward in life.
Execution
To ensure authenticity, we collaborated with psychologists and meticulously crafted the storyline. Due to pandemic restrictions, the film was developed and filmed in Taiwan. Additionally, an award-winning musician was invited to compose the theme song, and we launched a 7-day sensory memory interaction to encourage people to explore bittersweet memories both online and offline.
Result
The film sparked captivating discussions across 10 Asian countries, achieving record-breaking viewership and reach. It immediately generated media coverage, numerous comments, and widespread sharing. As a result, not only did it enhance brand favorability, but it also had a positive impact on sales performance."
*The content material on this website is solely used to support the presentation of individual works, and all copyrights of the audio and video materials belong to their respective brands. Unauthorized use for any other purposes is strictly prohibited.
Memories Empower | Kingston Technology
BRANDING
COPYWRITING
STORYTELLING
Overview
In 2021, I had the honor of collaborating with Kingston, the memory company, to create the brand video "Memories Empower." This video aimed to explore a different perspective, not simply glorifying the positive and bright memories, but instead, it questioned whether "painful memories still need to be etched in our minds and can become a driving force for moving forward."
Upon its release, the video quickly surpassed a million views within just one week across the entire Asia-Pacific region, sparking tens of thousands of discussions and shares on social media, and igniting a wave of engagement with its multifaceted themes.
Client: Kingston Technology
My Role
Copywriter
Storyteller
Accomplishments
20M+ Views
70M Reaches
420 Media Reports
150% Sales Growth
🏆 Gold, Short Film, 2021 DAwards
🏆 Bronze, Best Digital Viral Video Creative, 2021 AAAA Creative Award, Taiwan
🏆 Best Long-form Video Advertisement, 2021 AAAA Creative Award, Taiwan
🏆 Best Public Service Advertisement, 2021 AAAA Creative Award, Taiwan
🏆 Social Marketing and Influence, 2021 LongXi Creative Awards
🏆 Digital Video Over 5 Minutes, 2021 LongXi Creative Awards
🏆 Online Fictional Brand Content, 2021 LongXi Creative Awards
Background
In the unprecedented challenges of 2021 brought on by the global pandemic, Kingston, the leading memory brand, faced the question of how to deliver a fresh message aligned with their core brand value of "Memory." During these difficult times, Kingston Is With You sought to explore a new perspective on memories that goes beyond revisiting positive ones and instead focuses on the empowering aspect.
Concept
"Memory" serves as the fundamental brand value of Kingston, representing their commitment to preserving cherished moments. However, amidst the backdrop of worldwide disasters, the company decided to delve into the other side of memories – the traumatic experiences – and investigate how they can be a source of strength.
Idea
The concept revolves around the idea that memories connect the past, present, and future. The film centers on a foreign worker who encounters a young girl, the lone survivor of a mudslide that devastated her village. During rainy days, the girl paints a bell tower, symbolizing the hopes of her community within her memory. Deep within our minds, each of us carries our own bell tower of memories. Only when we confront and understand these memories can our bell towers provide the strength to move forward in life.
Execution
To ensure authenticity, we collaborated with psychologists and meticulously crafted the storyline. Due to pandemic restrictions, the film was developed and filmed in Taiwan. Additionally, an award-winning musician was invited to compose the theme song, and we launched a 7-day sensory memory interaction to encourage people to explore bittersweet memories both online and offline.
Result
The film sparked captivating discussions across 10 Asian countries, achieving record-breaking viewership and reach. It immediately generated media coverage, numerous comments, and widespread sharing. As a result, not only did it enhance brand favorability, but it also had a positive impact on sales performance."
*The content material on this website is solely used to support the presentation of individual works, and all copyrights of the audio and video materials belong to their respective brands. Unauthorized use for any other purposes is strictly prohibited.