Three real-life stories, Three stages of life-power
In Taiwan
100 Earthquakes occur every day.
Taiwan, in a seismic zone, experiences about 100 earthquakes every day on average. According to the study, half a year after the earthquake, the rate of PTSD will be as high as 13.8%. People hold deep collective emotions, trauma, and memories related to earthquakes.
| BACKGROUND |
Tung Ho Steel, doesn't define itself by its products. Instead, it identifies as a brand that conveys enduring strength through the value of 'Resilience.'
Product
【Seismic-resistant】
Brand
【Resilience】
On the 921 Earthquake Memorial Day,
which caused 2,328 fatalities and became the deadliest disaster in Taiwan's century-long history,
Tung Ho Steel hopes to instill courage and strength,
conveying the value of 'Resilience' without evoking the disaster imagery.
| IDEA |
We reconsidered the meaning of "earthquake"– sudden impacts often strike us
when least expected, much like life.
Therefore, we coined a new term: "Lifequake."
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Through three real-life stories,
we conveyed the power of three stages of life-power
An earthquake caused a mother to lose her son
but she hears his heartbeat once more—in another person.
This story reveals life's fragility and also showcases its profound strength.
On this 20th anniversary of the 921 Earthquake,
we pay tribute to those survivors who are facing their life bravely
and moving past their sorrows.
After finally making it to the dream tournament,
the pandemic forced a postponement.
As graduation approached,
the senior passing on his unfulfilled aspirations to his brother.
The film premiered on Lunar New Year's Eve, opening a hopeful prelude to 2021 for all people who have experienced lifequake due to the pandemic.
In a world of rapid changes, many experience significant life transitions.
We showcased interviews with nearly a hundred individuals,
highlighting five unique "lifequake" stories.
Chan, 28
My right wrist can't bend properly.
Should I quit doing handstands after 12 years of practice?
Ｗu, 18
I got into college the same day Dad found out he had cancer.
James, 45
The last time I wrote a resume was 20 years ago.
Lee, 20
My bestie, who shared dreams with me, suddenly transferred.
Toby, 6
Rocky disappeared. Does he know I'm waiting?
Through five true stories, we tell of the day life shook like an earthquake—often the most pivotal day of our lives.
It's on that day we begin to find ways to move forward.
4 years later, —
prop up a lifelong passion once more.
5 years later, —
Dad is working hard to stay healthy for me.
2 years later —
Continuing to strive for the dream
8 months later —
e-commerce business owner
Half a year later —
I'll always miss you, Rocky.
| RESULT |
The series of films successfully transformed the cold,
low-interest steel industry into a brand rich with humanity.
Gained the trust of of both the public and industry.
TungHo Steel has been honored
The new term "lifequake" transforms TungHo Steel
from merely selling building materials to becoming a sustainable brand
Seismic-resistant
【 PRODUCT 】
Sustainable
【 BRAND 】
Conveys the resilience and strength of life to society, especially in turbulent times.
