In Taiwan, insurance advertising often centers on accidents and worst-case scenarios, positioning insurance as a safety net rather than a life enabler. Nan Shan Life sought to build stronger relevance with thirty-somethings, a generation increasingly pessimistic about the future.
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The Challenge
In Taiwan, “insurance” is often seen as a safety net—something passive, meant only to provide peace of mind in case of emergencies. But we wanted to ask: what if insurance could be more than that? Nan Shan Life believes that insurance can also be a source of courage to face the future. Our goal was to inspire Taiwan’s most future-pessimistic generation—the thirty-somethings—by telling them: prepare yourself, not just for safety, but to pursue the life you truly want.
The Solution
Instead of showing the typical “insurance protects you when accidents happen” narrative, Nan Shan Life told the story of a man who constantly worries about his wife’s daring nature. She loves adventure, lives for the thrill, and never backs down. He never understood why she was never afraid—until he realized it was because she knew she had love and security behind her. That sense of safety allowed her to be fearless. Facing the future with courage is exactly how Nan Shan Life stands beside its customers.
The Results
Within just one week of launch, the film garnered over 3 million views, bringing a fresh wave of brand awareness to Nan Shan Life. The story sparked widespread discussion, and sales representatives received numerous inquiries about new policies. Most importantly, we aimed to offer people not only protection, but also the motivation to move forward—empowering them to face the future without fear.
Innovating to Impact
By shifting the category narrative from fear-based protection to courage-based preparation, the campaign turned “being insured” into an empowering mindset—helping audiences see insurance as the foundation that enables bolder life choices.
Awards Won
- 2025 4A Creative Awards - BRONZE
- 2024 Excellence Agency & Advertiser of the Year - SILVER
人生地震
東和鋼鐵透過「人生地震（Lifequake）」將「耐震」從產品特性轉譯為「面對人生衝擊的韌性」。
這是我們的 LINEguage
面對競品崛起與使用率下滑，我們將 LINE 從「工具」重新定位為一種由台灣人共同形成的溝通文化：「LINEguage」。
台灣觀光品牌 3.0
為了在解封後重新啟動台灣觀光，我們從旅人「重體驗、輕目的地」的轉變出發，重塑品牌語言與系統。
我的卵子我做主
婦女新知基金會是一個不隸屬任何政黨的非營利組織，長期在台灣推動性別平等與女性賦權。基金會成立於 1970 至 80 年代，致力於促進女性在公共與私人生活中的權益。自 1982 年起，基金會在女性相關的法律與政策改革上取得多項重要進展。透過教育倡議與基層組織動員，基金會持續挑戰父權制度，推動女性領導力、職場性別平權、生殖權利，以及家庭法與司法正義。