设计师 Fundesign.tv 的作品 TECO Endorser 广告宣传活动荣获了极具声望的 2026 A' Design Award 铜奖，竞赛类别为广告、营销与传播设计。

铜广告· 2026

TECO Endorser 广告宣传活动

设计师： Fundesign.tv

客户: Teco

广告类别A' Design Award 铜奖获奖者

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关于 TECO Endorser 广告宣传活动

TECO代言人是为台湾家电品牌打造的广告宣传活动。该活动邀请有"台湾队长"之称的棒球选手陈杰宪担任品牌代言人。高端商业摄影将运动感光影与家电美学融为一体。交付内容包括两支电视广告片、四支社群媒体短视频,以及500余张高解析度主视觉图像,并针对平面与数位格式进行适配。其目标在于让品牌的悠久传承与年轻族群建立连结。

荣誉认可

关于A' Design Award 铜奖

TECO Endorser 广告宣传活动是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计TECO Endorser 广告宣传活动将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。TECO Endorser 广告宣传活动出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: Teco, Taiwan, Baseball, Home Appliances, Brand Ambassador, Commercial Production, Visual Communication Design
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project started in February 2025 and finished in January 2026 in Taiwan.
操作流程: 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.
团队成员: GM: Carrie Chang
CD: SK Chen
Designer: Simon Wang
Photographer: Kidensha
Video: Hank Su
CG: Oliver Zhu