World Front Design Award Congratulations! 
賀陳彥彰老師再度獲得英國世界前瞻設計獎WFDA( World Front Design Award）季度最大獎 Grand Prize (The Best Design of Season)

 

核心主題

"Say the Moonlight in Your Heart." GANSO Snowy Mooncakes — Bring the Moon Home.

視覺與文案短句
左側： 沒有月蝕，只盛放美食
中間（月亮盤旁）： 把月亮，亮在身邊
右側（月亮盤旁）： 把難事，晾在天邊
右側大字： 都是月亮惹的吃貨 —— 食用也實用的透光月亮盤套組

BACKGROUND (背景)

In Taiwan's festive culture, aside from Lunar New Year, Mid-Autumn Festival is one of the most important occasions for family reunion and gift-giving. Traditionally, mooncakes symbolized togetherness and emotional connection. However, the ritual of eating mooncakes has gradually been replaced by barbecue gatherings. Mid-Autumn Festival has shifted from a moment of reflection and reunion into a barbecue-centered social activity. As a result, the cultural meaning carried by mooncakes has slowly faded.

INSIGHT (洞察)

People don't reject mooncakes. They've simply lost a reason to care. In Taiwan today, Mid-Autumn no longer begins with the moon or mooncakes—it begins with setting up the grill. To restore the meaning of the festival, mooncakes needed more than flavor. They needed a new emotional role.

IDEA (創意點)

We invited people to rethink what the full moon truly represents—letting the light exist not only in the sky, but in the heart. For GANSO Snowy Mooncakes, we launched a social campaign titled: "Say the Moonlight in Your Heart." Instead of simply asking people to eat mooncakes, we invited them to express their own moonlight—a memory, a person, a promise, or an emotion connected to reunion.

EXECUTION (執行)

To turn emotion into a tangible experience, we designed the Moon Plate Set. With its ultra-thin bone china design and soft illumination from below, the Moon Plate transforms mooncakes on the table into a glowing full moon, turning the act of sharing mooncakes into a ritual.

But the Moon Plate doesn't exist only for Mid-Autumn. After the festival, it becomes a bedside night light, allowing moonlight to extend into everyday life. By shifting from a festival-only object to a daily companion, the Moon Plate becomes a long-tail brand asset—not limited to a single occasion, but integrated into all seasons, daily habits, and moments of quiet reflection.

On social media, participants were invited to share a photo or message completing the sentence: "The moonlight in my heart is..." At the same time, they made a public promise to return home and reunite with their families, transforming mooncake consumption from a seasonal action into a genuine, shared emotional experience.

RESULTS (成果)

  • Mooncakes were re-established as the emotional starting point of Mid-Autumn, rather than an overlooked afterthought.

  • The Moon Plate extended the brand from a single festival into everyday life, creating sustained and meaningful emotional engagement.

  • A total of 3,568 people participated in the online campaign, strengthening long-term emotional connections between the brand and its audience.

「訴說你心中的月光」

元祖雪餅 —— 把月亮帶回家

【專案背景 | BACKGROUND】

在台灣的節慶文化中，除農曆新年外，中秋節是家人團聚與送禮最重要的場合之一。傳統上，月餅象徵著團圓與情感連結。然而，吃月餅的儀式感已逐漸被「烤肉聚會」所取代。中秋節從一個反思與團聚的時刻，轉變為以烤肉為中心的社交活動。因此，月餅所承載的文化意義也正慢慢消逝。

【深度洞察 | INSIGHT】

人們並不排斥月餅，只是失去了在乎它的理由。在現今的台灣，中秋節的序幕不再是由「月亮」或「月餅」揭開，而是從「架起烤肉架」開始。為了找回節日的意義，月餅需要的不僅僅是美味，更需要一個全新的「情感角色」。

【核心創意 | IDEA】

我們邀請人們重新思考「滿月」真正的代表意義——讓光芒不僅存在於天際，更留存在心底。針對元祖雪餅，我們發起了一場名為「訴說你心中的月光」的社群活動。我們不只是簡單地要求人們吃月餅，而是邀請他們表達屬於自己的「月光」——那可能是一個記憶、一個人、一個承諾，或是與團圓相關的情感。

【執行方式 | EXECUTION】

為了將情感轉化為觸手可及的體驗，我們設計了「月亮盤套組」。憑藉其超薄骨瓷設計與下方的柔和照明，月亮盤將餐桌上的月餅幻化為一輪發光的滿月，將分享月餅的行為昇華為一種儀式。

此外，月亮盤不僅僅為中秋而生。節日過後，它可以成為床頭小夜燈，讓月光延伸至日常生活。藉由從「節日限定物件」轉變為「日常伴侶」，月亮盤成為了長尾品牌資產——不再侷限於單一場合，而是融入四季、日常習慣與靜謐反思的時刻。

在社群媒體上，我們邀請參與者分享照片或文字，完成這句話：「我心中的月光是……」。同時，他們也對家人許下回家團圓的承諾，將月餅消費從季節性行為轉化為真實、共鳴的情感體驗。

【專案成果 | RESULTS】

  • 月餅被重新確立為中秋情感的起點，而非被忽視的配角。

  • 月亮盤將品牌影響力從單一節日延伸至日常生活，創造了持續且具意義的情感參與。

  • 共計 3,568 人參與了線上活動，強化了品牌與受眾之間長期的情感連結。