Taiwan experiences frequent earthquakes and carries deep collective memory from the 1999 921 disaster. Each year, Tung Ho Steel uses this moment to communicate goodwill—shifting the conversation from fear to strength in an uncertain world.
0
Brand Interest
0
Brand Trust
The Challenge
Taiwan, in a seismic zone, experiences about 100 earthquakes every day on average. According to the study, Taiwan's earthquake traumatic stress syndrome reaches 13.8%, people hold deep collective emotions, trauma, and memories related to earthquakes.
The 921 Earthquake occurred in 1999 and was one of the worst natural disasters in Taiwan in terms of casualty losses, with nearly 2,400 people dead.
Every year, on the anniversary of the "921 Earthquake", Tung Ho Steel creates a meaningful brand advertisement to demonstrate goodwill to society.
The Solution
Tung Ho Steel, a B2B brand in earthquake-resistant steel, driven by its seismic-resistant product core, conveys the brand value of 'Resilience' to society.We must discuss earthquakes, not to instill fear, but to draw strength and courage into this uncertain world.
Hence, we've coined a new term “'Lifequake.We reconsidered the meaning of "earthquake"– sudden impacts often strike us when least expected, much like life. Through three real-life stories, we convey the power of three stages of life-power.
Lifequake 2019 “Witness the Power of Life”
- A mother who lost her son hears his heartbeat once more—in another person. This story reveals life's fragility and also showcases its profound strength.
Lifequake 2021 “Transmitting the Power of Life”
- After finally making it to the dream tournament, the pandemic forced a postponement. As graduation approached, the senior passing on his unfulfilled aspirations to his brother.
Lifequake 2023 “Extending the Power of Life”
- In a world of rapid changes, many experience significant life transitions.
Through five true stories, we tell of the day life shook like an earthquake—often the most pivotal day of our lives. It's on that day we begin to find ways to move forward.
The Results
The series of films successfully transformed the cold, low-interest steel industry into a brand rich with humanity. Gained the trust of of both the public and industry.
- Brand awareness 65%-->79%
- Brand trust 60%-->82%
- Honored “Platinum of the Taiwan Corporate Sustainability Award.”
The new term "lifequake" transforms TungHo Steel from merely selling building materials to becoming a sustainable brand that conveys the resilience and strength of life to society, especially in turbulent times.
Innovating to Impact
We translated a technical product attribute into a cultural narrative asset by coining “Lifequake,” using true stories to help society process trauma and find courage—while building long-term brand equity beyond product specs.
Awards Won
TCSA
Corporate Sustainability Report Award Platinum Award
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。