Policy Communication | Branding Campaign | Influencer Marketing
浪漫占領計畫
Project : Hack-ka
Client | Hakka Affairs Council 客家委員會
When we began preparing for this project, two young colleagues on our ten-person team suddenly revealed, “Actually, I'm Hakka.” Prior to this, they had never disclosed this to anyone.
This real story from our own experience perfectly reflects the challenge facing the Hakka language in today's society: invisibility. As this language fades from the cultural landscape, it signals a dangerous cycle of linguistic decline. If it doesn't find a way to reconnect with contemporary society and the younger generation, it could face the very real risk of disappearing altogether.
In recent years, the Hakka Affairs Council has taken steps to shift public perception through initiatives like the Romantic Taiwan 3 Line, gradually building a fresh, positive impression of Hakka culture. For this campaign, we defined our strategy as a public impression takeover with a romantic, idealistic character.
We approached this from four key angles—artistic lifestyle, sustainable consumption, self-identity, and sports—to open new connections between the Hakka language and the diverse elements of modern society, maximizing its visibility and relevance.
Phase 1 of the Impression Takeover: A(rt)Life—The Immersive Living Festival
In collaboration with the lifestyle brand Alife, we launched an innovative crossover event that blended accommodation, dining, reading, and art into a fully immersive sensory experience. In just one day, attendees were able to rediscover the depth and beauty of the Hakka language through all five senses—reconnecting with it in a fresh, modern context.
Phase 2 of the Impression Takeover: "The Love Language For Sustsainability"
In Hakka, the word for "love/not love" also conveys the meanings of "want" or "don't want." We played with this linguistic nuance by connecting it to sustainable consumption choices in everyday life. Through simple but impactful slogans, we aimed to encourage eco-conscious behavior on International Mother Language Day. Partnering with major retailers, we invited consumers to show more love for the Earth by making choices that contribute to a better future.
Phase 3 of the Impression Takeover: "Romanticist Recruitment Movement"
In Hakka, "𠊎係" (ngaiˇ hei) means "I am." The phrase "𠊎係浪漫份子" (I am a romanticist) aims to celebrate the diverse, modern identities of today's youth. If you uphold a spirit of romance and passion for what you love, you are a "romanticist." Through a variety of Hakka font, we brought this message to life in the streets of the city, creating a movement where people everywhere can proudly claim their own romantic spirit—empowering them to embrace the beauty of Hakka in the urban landscape.
Phase 4 of the Impression Takeover: "Formosa, Let's Go All Out!"
In 2024, as the Paris Olympics took center stage, we rallied behind Taiwan's athletes with the support of Hakka track and field star Peng Mingyang. Together, we cheered on our athletes in Hakka with the phrase “Formosa, Let's Go All Out!” We invited people to record themselves saying this phrase using an Instagram filter, and check in at the Olympic venues in Paris. By tagging these iconic landmarks, we aimed to spread the Hakka language and carry Taiwan onto the world stage!
"Project: Hack-ka" marked the first time the Hakka language actively engaged with the younger generation in a fresh and vibrant way. From social media platforms to physical spaces, Hakka began to express itself in new forms, deeply connected to "me" and my life. This campaign broke the boundaries of traditional language use, making Hakka feel modern, relevant, and personal.
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Project Management：李佩珍 Ivy Lee、林含柔 Peter Lin、陳傳蕙 Tina Chen、尹筱媛 Diki Yin
Creative Team：楊永達 Dustin Yang、孫非比 Phoebe Sun、曹毓珈 Dora Tsao、王紹安 Shaoan Wang
【A(rt)Life 漫宿生活節】
製作公司 Production：順天堂影像製作
製片 Producer：郭宥
執行製片 Line Producer：鄒承光、陳繼鳳
製片助理 Production Assistant：黃琳晏
導演、攝影指導 Director of Photography：順
跟焦師：邱筱昌
攝影助理 AC：尤崇偉、子禎
燈光師 Gaffer：彭嘉慶
燈光大助 Best Boy：張星培
燈光助理 Lighting Technician：廖孟晉、參天
美術指導 Set Decorator：李思萱
執行美術：廖宜宣
服裝造型 Stylist：董子瑄
化妝師 Makeup Artist：顏維音
髮型師 Hair Artist：韓鈺
造型助理 Stylist Assistant：黃蕊
極短篇剪接師 Editor：蘇芳瑜
調光師 Colorist：邱程勇
特別感謝 Special Thanks：Nikki＆伯庭
【愛地球當浪漫】
影像製作公司 Film Production Company：順天堂影像製作工作室
導演 Director：順
製片 Producer：郭宥
執行製片 Line Producer：鄒承光
生活製片 Craft Service：邱宇彤
攝影指導 Director of Photography：順
攝影大助 1st AC：簡志宇
攝影助理 2nd AC：裘濟榮
燈光師 Gaffer：彭嘉慶
燈光大助 Best boy：蔡明釵
燈光助理 Lighting Technician：潘哲偉、楊育鈞
美術指導 Art Designer：何景意
美術助理 Set decorator：林佳慧
美術場務 Set Grip：張維展
造型師 Stylist：豆豆＠漂亮東西
化妝師 Makeup Artist：陳葦
化妝助理：王千云
髮型師 Hair：Zan
剪接師 Editor：蘇芳榆
調光師 Colorist：周于珮
配樂＆音效：楊峻綱
D1 ：李大冠
平面攝影 ：戴呈劭
【𠊎係浪漫份子】
影像製作公司 Film Production Company：順天堂影像製作工作室
主演 Cast：薔薇、采翎、雷擎
薔薇團隊 Team Chiangwei ： 禹珮辰、陳俊元、韓騏宇（修干工作室）
導演 Director：順
製片 Producer：郭宥
執行製片 Line Producer：王尚玫
演員管理 Casting：邱宇彤
場景外聯 Location Manager：陳盈慈
製片助理 Production Assistant：卓韋宏、鄒承光、王彥筑
攝影指導 Director of Photography：順
攝影大助 1st AC：何晟豪
攝影助理 2nd AC：裘濟榮、侯杰良
燈光師 Gaffer：彭嘉慶
燈光大助 Best Boy：楊鈺銘
燈光助理 Lighting Technician：林柏傑、吳尚泓
燈光實習生 Intern ：莊承勳
美術指導 Art Designer：何景意
美術助理 Set Decorator：林佳慧、胡家齊
美術場務 Set Grip：鄭卜中 、李佳杰
造型師 Stylist：董子瑄
造型執行 Stylist：洪紹愷
化妝師 Makeup Artist：顏維音
髮型師 Hair Stylist ：陳儹文
剪接師 Editor：蘇芳榆
調光師 Colorist：邱呈勇
去背 Keying：大冠
手繪 Graffiti Designer：順
配樂 Music Composer：夢東
特別演出 Actor：安迪、齊磊、噓娜、菁菁、黃蕊、龍寛
特別感謝 Special Thanks ：迪拉、姵文、阿寛、黃蕊
【Formosa煞猛拼】
影像製作公司 Film Production Company ：順天堂影像製作工作室
導演 Director：順
製片 Producer：郭宥
執行製片 Line Producer：邱宇彤
製片助理 Production Assistant：卓韋宏、鄒承光
製片組實習生 Intern：紀妤宣
攝影指導 Director of Photography：順
攝影大助 1st AC：邱筱昌
攝影助理 2nd AC：郭俊佐、林承學
燈光師 Gaffer：彭嘉慶
燈光大助 Best Boy：張星培
燈光助理 Lighting Technician：鄧侑禮
小島裝置設計統籌 Island Installation Art Director：里子
Installation Art co-designer：陳品瑞
Installation Art Assistant：Neil
Florist：邱貞瑋
Light Installtion ：里子
美術協力 Set Decorator：郭姸希、廖宜宣
美術場務 Set Grip：陳涵哲、林國民
投影視訊工程 Projection & VJ：澄 Ylang
造型師 Stylist：董子瑄
妝髮師 Makeup & Hair Artist：顏維音
剪接師 Editor：蘇芳榆
調光師 Colorist：邱程勇
VFX Supervisor：o-wave
VFX& compositing：Wesley Chang
配樂 Music Composer：Robot Swing
主演 Talent：彭名揚
特別演出 Actor：鄭宇荃、梅辣、許涵崴、Emily、楊云睿、劉純逢
特別感謝 Special Thanks ：竹東親親早餐店、竹東中央市場、盧姵文、王威迪、徐同誼、橘貓尖尖