TECO Endorser Kaupapa Pānui Whakatairanga by Fundesign.tv is a highly esteemed winner of the very prestigious 2026 A' Design Award Parahi in Hoahoa Pānui Hokohoko, Whakatairanga me te Whakawhitiwhiti Kōrero Competition Category.
ParahiPānui Hokohoko· 2026
TECO Endorser Kaupapa Pānui Whakatairanga
by Fundesign.tv
Client: Teco
A' Design Award Parahi Winner in Pānui Hokohoko Category
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The Design
About TECO Endorser Kaupapa Pānui Whakatairanga
Ko TECO Endorser he kaupapa pānui whakatairanga i hangaia mō tētahi waitohu taputapu kāinga nō Taiwana. Ka whakaatuhia e te kaupapa nei te kaitākaro poiuka a Chen Chieh-hsien, e mōhiotia ana ko Captain Taiwan, hei māngai mō te waitohu. Ka whakakotahihia e te whakaahua arumoni kounga ikeike te whakamaramatanga hākinakina me te ātaahua o ngā taputapu kāinga. Kei roto i ngā hua he rua ngā pānui pouaka whakaata, e whā ngā ataata poto mō ngā pae pāpāho pāpori, me te neke atu i te 500 ngā whakaahua matua taumira teitei, kua whakarerekētia mō ngā whakatakotoranga tā me te matihiko. Ko te whāinga kia honoa te taonga tuku iho o te waitohu ki ngā hunga rangatahi.
The Recognition
About the A' Design Award Parahi
Ko TECO Endorser Kaupapa Pānui Whakatairanga te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko TECO Endorser Kaupapa Pānui Whakatairanga he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a TECO Endorser Kaupapa Pānui Whakatairanga i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- This campaign marks the historic inaugural endorsement for Teco, a legacy Taiwanese appliance leader, featuring icon Chen Chieh-hsien. By leveraging Chen’s persona as Captain Taiwan, the design synthesizes Teco’s authority with national unity. Unlike standard ads, this strategy positions the brand as the embodiment of Taiwanese resilience. It bridges generations, aligning reliability with our national sport’s determination, cementing Teco’s identity as the definitive indigenous champion.
- Dimensions & Packaging
- As a non-physical multimedia campaign, the technical deliverables encompass 2 broadcast-quality TV commercials and 4 short videos optimized for social media algorithms. The visual production scale includes over 500 high-resolution master images. These graphical assets were technically adapted across various aspect ratios and color profiles, CMYK for print/POSM, RGB for digital web, to ensure seamless cross-platform integration and strictly consistent brand identity.
- Tags
- Teco, Taiwan, Baseball, Home Appliances, Brand Ambassador, Commercial Production, Visual Communication Design
- Production Technology
- They utilized brand archetyping and semiotic analysis to decode Teco’s legacy and Chen's Captain Taiwan persona. The creative methodology centered on cultural anchoring, transforming abstract national resilience into a concrete visual rhetoric. Their key visual synthesis involved high-end commercial photography, integrating dynamic sports lighting with sleek home appliance aesthetics. This overarching narrative was systematically adapted into an omnichannel matrix.
- Design Challenge
- The core challenge was uniting two demographics: Teco’s traditional 35 to 60 family base and a 28 to 34 trend-conscious generation. Internally, we had to overcome the brand's aging historical perception. Externally, we leveraged Captain Taiwan Chen Chieh-hsien's immense social influence. The obstacle was translating his Taiwan Value—resilience and national unity—into a cohesive narrative that modernizes Teco’s image without alienating its loyal users, merging legacy with modern appeal.
- Research
- Qualitative trend analysis via social listening was utilized to modernize Teco. Results showed Taiwan's historic Premier12 victory made MVP Captain Chen a symbol of resilience. The key insight revealed his "Taiwan Value" perfectly aligns with Teco. Ultimately, this endorsement bridged generational gaps, rejuvenated Teco's legacy image, and set a new standard for sports marketing.
- Inspiration
- The inspiration stems from Taiwan’s profound cultural unity during national baseball tournaments. Our research indicated that modernizing a legacy brand like Teco required emotional resonance, not just technical promotion. We sought a figure embodying resilience and leadership. Motivated by this, we selected Captain Taiwan, Chen Chieh-hsien. His unwavering dedication perfectly mirrors Teco’s heritage of durable engineering and its enduring status as the domestic market leader.
- Project Duration
- The project started in February 2025 and finished in January 2026 in Taiwan.
- Operation Flow
- They executed a three-tier omni-channel strategy. Air operations used TVCs and social platforms to capture the younger, trend-focused demographic. Ground operations revitalized physical retail with immersive in-store materials, directly interacting with traditional family buyers. This culminated in a major ambassador event uniting dealers and VIPs. This seamless online-to-offline loop transforms passive viewing into active engagement, maximizing cross-generational market penetration.
- Team Members
- GM: Carrie Chang
CD: SK Chen
Designer: Simon Wang
Photographer: Kidensha
Video: Hank Su
CG: Oliver Zhu
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