2022 Taiwan Lantern Festival in Kaohsiung
Over 11.55 million visits
Total media reach exceeded 35 million
Three bold themes opened new audience segments
Challenge
After a 20-year hiatus, the Taiwan Lantern Festival finally returned to Kaohsiung.
The challenge: How can we strike a universal emotional chord, using the festival to elevate tradition onto the global stage—making Taiwanese proud, and the world in awe?
Strategy
In this project, we extended the brilliance of lanterns beyond visual splendor — toward a deeper emotional illumination.
We observed that “light” is more than just a spectacle; it’s a convergence point of shared human emotions:
the floodlights of a baseball game, the streetlamp guiding someone home, the candle on a birthday cake, the lanterns that brighten festivals.
The brilliance of the Taiwan Lantern Festival doesn’t just come from the lights themselves — it comes from the collective spirit of Taiwan’s people.
Through our storytelling, we let the world see the lanterns — and through them, see Taiwan.
Results
We deepened the cultural significance of the Lantern Festival and redefined the creative standard for festival branding and image films in Taiwan.
