Tonight I’ll Be Eating
UberEats
Taiwan
As a venture from Ultrasupernew Singapore into the Taiwanese market, I collaborated and built a team of Taiwanese creatives to assist in UberEats Taiwan’s first campaign, tying back to the Tonight I’ll Be Eating’s global campaign identity, which featured celebrities like Lil Nas X, Sacha Baron Cohen, Kim Kardashian, Sir Elton John, and many more.
Role: Creative Lead
Agency: Ultrasupernew
I had the privilege to work with: Marc Wesseling, Sherry Chang, Shivram Gopinath, Harper Lee, James Lee, Desmond Tai, Jean Francois Thery, Andy Lim, Melissa Chen, Vincent Lin & Team, Charu Menon & Team
Translating a celebrated
global campaign for the
Taiwanese market
Working with Special Group, our team at Ultrasupernew was tasked to create and write scripts based on unexpected pairings relevant to Uber Eats Taiwan. Whilst writing Jolin Tsai as our lead protagonist and leveraging on her reputation as Asia’s most famed Mandarin-speaking female artiste, we were able to spark the curiosities of the Taiwanese population by creating a campaign that was relevant, cultural, and hilarious to watch.
> 1 million impressions on Social .
The Taiwanese market strategically thrived on authentic celebrity culture. We leveraged on this cultural nuance to create a series of short, bite-sized content pieces for this one-in-a-lifetime pairing between famous celebrities and UberEats. The resulting campaign garnered sensational digital traction on Taiwanese social media.
Traditional Mandarin copywriting can be written comically whilst sharing deep cultural inferences with only a few characters. Working with our clients, the copy used in our films and key visuals packs a tasty amount of clever puns and spoonerisms. Please view the context of the films below:
-
We introduce the couple on Jolin Tsai’s personal patio doing her favourite hobby - yoga. She orders McDonald’s whilst Mei Xiu orders grass jelly and Boba.
Jolin beckons Mei Xiu to get into the next pose - The Lion’s Pose. (an Iconic legitimate yoga pose - and where Jolin’s fans have yet to see the pop princess make a funny face in her entire career - creating a viral, cultural moment).
Mei Xiu cringes and says “You sure are an Ugly Beauty” (in reference to Jolin Tsai’s latest album name) -
Mei Xiu is dressed in iconic 80s dance gear, paying homage to a little-known fact to her fans that she used to be a well-known dancer in the 80s.
She beckons Jolin to join her in a series of hilarious, retro gyrations. “Come join me! I’ve been dancing even before your debut,”
Jolin rolls her eyes and retorts, “I’ve danced enough in my lifetime,” -
Jolin looks peacefully at the camera, relishing in a moment of zen. The camera turns to pan on Mei Xiu, who has inconsequentially donned herself in Jolin Tsai’s concert merch.
Mei Xiu is also in a state of zen gleefully comments “Jolin, I’m ready for your concert this weekend,”.
Jolin replies flatly: “The concert was yesterday,”
Mei Xiu looks flustered and replied off camera “I want a refund!” (we connote to Jolin’s sensational popularity and Mei Xiu’s ditziness in just a simple, comical dialogue)
