TECO Endorser Willakuy Kamachiy Ruray by Fundesign.tv

TECO Endorser Willakuy Kamachiy Ruray by Fundesign.tv is a highly esteemed winner of the very prestigious 2026 A' Design Award Burunsi Premiu in Willachiy Kamay Competition Category.

BurunsiWillachiy· 2026

TECO Endorser Willakuy Kamachiy Ruray

by Fundesign.tv

Client: Teco

A' Design Award Burunsi Premiu Winner in Willachiy Category

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Colors

The Design

About TECO Endorser Willakuy Kamachiy Ruray

TECO Endorser nisqaqa huk willakuy kamachiy ruraymi, Taiwán suyumanta wasi antakuna (electrodomésticos) qhatuq marca rayku ruwasqa. Kay ruraypiqa béisbol pukllaq Chen Chieh-hsien, Captain Taiwan sutiwan riqsisqa, marcapa uyanmi kachkan. Ancha allin comercial fotografía ruwaywanmi deporte k'anchaykuna wasi antakunapa sumaq rikch'ayninwan huñusqa kachkan. Ruwasqakunapiqa iskay televisión willakuykuna, tawa pisi videokuna redes sociales nisqapaq, hinaspa 500 masnin ancha allin resolución nisqayuq siq'ikuna kachkan, imprenta hinallataq digital formatokunapaq allichasqa. Kaypa munayninqa marcapa ñawpa kawsayninta wayna runakunawan t'inkiymi.

The Recognition

About the A' Design Award Burunsi Premiu

TECO Endorser Willakuy Kamachiy Ruray A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. TECO Endorser Willakuy Kamachiy Ruray sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. TECO Endorser Willakuy Kamachiy Ruray mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

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