Fundesign.tv ᱨᱮᱱᱟᱜ TECO Endorser ᱵᱤᱡᱽᱧᱟᱯᱚᱱ ᱠᱮᱢᱯᱮᱱ ᱫᱚ ᱵᱤᱜᱭᱟᱯᱚᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱵᱤᱜᱭᱟᱯᱚᱱ· 2026
TECO Endorser ᱵᱤᱡᱽᱧᱟᱯᱚᱱ ᱠᱮᱢᱯᱮᱱ
Fundesign.tv ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Teco
ᱵᱤᱜᱭᱟᱯᱚᱱ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#182343 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
TECO Endorser ᱵᱤᱡᱽᱧᱟᱯᱚᱱ ᱠᱮᱢᱯᱮᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
TECO Endorser ᱫᱚ ᱛᱟᱭᱣᱟᱱ ᱨᱮᱱᱟᱜ ᱚᱲᱟᱜ ᱵᱮᱵᱷᱟᱨ ᱡᱤᱱᱤᱥ ᱵᱽᱨᱟᱱᱰ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱢᱤᱫᱴᱟᱹᱝ ᱵᱤᱡᱽᱧᱟᱯᱚᱱ ᱠᱮᱢᱯᱮᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱮᱢᱯᱮᱱ ᱨᱮ ᱵᱮᱥᱵᱚᱞ ᱠᱷᱮᱞᱚᱸᱰᱤᱭᱟᱹ ᱪᱮᱱ ᱪᱤᱭᱮ-ᱥᱤᱭᱮᱱ, ᱡᱟᱦ�ᱟᱸᱭ ᱫᱚ ᱠᱮᱯᱴᱮᱱ ᱛᱟᱭᱣᱟᱱ ᱞᱮᱠᱟᱛᱮ ᱵᱟᱰᱟᱭᱚᱜ ᱠᱟᱱᱟᱭ, ᱵᱽᱨᱟᱱᱰ ᱮᱢᱵᱮᱥᱮᱰᱚᱨ ᱞᱮᱠᱟᱛᱮ ᱢᱮᱱᱟᱭᱟ᱾ ᱪᱮᱛᱟᱱ ᱛᱷᱚᱠ ᱠᱚᱢᱟᱨᱥᱤᱭᱟᱞ ᱯᱷᱚᱴᱚᱜᱽᱨᱟᱯᱷᱤ ᱨᱮ ᱠᱷᱮᱞ ᱨᱮᱱᱟᱜ ᱢᱟᱨᱥᱟᱞ ᱟᱨ ᱚᱲᱟᱜ ᱵᱮᱵᱷᱟᱨ ᱡᱤᱱᱤᱥ ᱨᱮᱱᱟᱜ ᱥᱩᱜᱟᱲ ᱢᱮᱥᱟ ᱟᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱨᱮ ᱵᱟᱨᱭᱟ ᱴᱮᱞᱤᱵᱷᱤᱡᱚᱱ ᱠᱚᱢᱟᱨᱥᱤᱭᱟᱞ, ᱥᱚᱥᱤᱭᱟᱞ ᱢᱤᱰᱤᱭᱟ ᱞᱟᱹᱜᱤᱫ ᱯᱩᱱᱭᱟ ᱠᱟᱴᱤᱡ ᱵᱷᱤᱰᱤᱭᱚ ᱟᱨ ᱪᱟᱯᱟ ᱟᱨ ᱰᱤᱡᱤᱴᱟᱞ ᱯᱷᱚᱨᱢᱮᱴ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱕᱐᱐ ᱠᱷᱚᱱ ᱵᱟᱹᱲᱛᱤ ᱦᱟᱭ-ᱨᱮᱡᱚᱞᱩᱥᱚᱱ ᱢᱟᱥᱴᱚᱨ ᱪᱤᱛᱟᱹᱨ ᱢᱮᱥᱟ ᱢᱮᱱᱟᱜᱼᱟ᱾ ᱱᱚᱶᱟ ᱨᱮᱱᱟᱜ ᱩᱫᱮᱥ ᱫᱚ ᱵᱽᱨᱟᱱᱰ ᱨᱮᱱᱟᱜ ᱢᱟᱨᱮ ᱱᱟᱜᱟᱢ ᱠᱚᱲᱟ ᱠᱩᱲᱤ ᱠᱚ ᱥᱟᱶ ᱡᱚᱲᱟᱣ ᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
TECO Endorser ᱵᱤᱡᱽᱧᱟᱯᱚᱱ ᱠᱮᱢᱯᱮᱱ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ TECO Endorser ᱵᱤᱡᱽᱧᱟᱯᱚᱱ ᱠᱮᱢᱯᱮᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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.
- ᱴᱮᱜ ᱠᱚ
- Teco, Taiwan, Baseball, Home Appliances, Brand Ambassador, Commercial Production, Visual Communication Design
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in February 2025 and finished in January 2026 in Taiwan.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- GM: Carrie Chang
CD: SK Chen
Designer: Simon Wang
Photographer: Kidensha
Video: Hank Su
CG: Oliver Zhu
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