O&M Taiwan runs short film festival for 'Drink More Water' anniversary

'Drink More Water' is the leading bottled water brand in Taiwan. The brand name was created by O&M Advertising Taiwan 15 years ago.

Jack Chao, the agency's account director, explained that despite the long agency-client relationship, every year the agency tries to create campaigns that represent teenagers’ different points of views, and what they are doing and thinking.

He added that the whole creative idea rides on its 15th anniversary. "We use the 15-year-old as our core platform to connect with our core target consumers of 15 to 22-year-old high school and college teenagers."

The agency asked four local film directors to create fifteen three- to five minute long short films depicting 15 kind of attitudes that relate to teenagers, including freedom, purity and faith. Together they have the theme '15 Forever'.

One of the short films titled 'Freedom' relates to the recent news reports in Taiwan regarding bullying and peer pressure in schools.

In addition, 15 new bottle label designs will be available as collectable items in convenience stores, like 7-Eleven and Family-Mart, to tap into youngsters’ habit of collecting interesting objects.