TECO Endorser Ubukangurambaga bwo Kwamamaza by Fundesign.tv

TECO Endorser Ubukangurambaga bwo Kwamamaza by Fundesign.tv is a highly esteemed winner of the very prestigious 2026 Igihembo cya A' Design Award cya Buronze in Kwamamaza Competition Category.

BuronzeKwamamaza· 2026

TECO Endorser Ubukangurambaga bwo Kwamamaza

by Fundesign.tv

Client: Teco

Igihembo cya A' Design Award cya Buronze Winner in Kwamamaza Category

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Colors

The Design

About TECO Endorser Ubukangurambaga bwo Kwamamaza

TECO Endorser ni ubukangurambaga bwo kwamamaza bwakozwe ku kirango cy'ibikoresho byo mu rugo cyo muri Tayiwani. Ubu bukangurambaga bugaragaramo umukinnyi wa baseball Chen Chieh-hsien, uzwi nka Captain Taiwan, nk'intumwa y'ikirango. Ifotora ry'ubucuruzi ryo mu rwego rwo hejuru rihuza urumuri rwa siporo n'ubwiza bw'ibikoresho byo mu rugo. Ibyatanzwe birimo amatangazo abiri yo kuri televiziyo, videwo enye ngufi zo ku mbuga nkoranyambaga hamwe n'amashusho arenga 500 y'umwimerere afite ireme rihanitse, yahujwe n'imiterere yo gucapa n'iya digitale. Intego ni uguhuza umurage w'ikirango n'abakiriya bakiri bato.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

TECO Endorser Ubukangurambaga bwo Kwamamaza ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. TECO Endorser Ubukangurambaga bwo Kwamamaza biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. TECO Endorser Ubukangurambaga bwo Kwamamaza ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

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