Due to the Covid-19 pandemic in 2020, the film industry came to a halt, and an uncertainty loomed over the quantity and quality of the entries for the Golden Horse Awards. Addressing the concern over viewership due to lack of content, JL DESIGN in charge of the branding graphics package for the Golden Horse Awards for a second consecutive year, created a call for participation from the public to contribute to the content of the show under the theme “Take One: On the road to tomorrow”. The theme was a nod to resolution in the face of the pandemic and a time to start anew for the film industry. The materials received became the content for the nominee videos and bumpers; this garnered a huge response and raised the viewership of the show. In total, 7225 entries were received and the public became a part of the process, a part of the show. The viewership doubled compared to the previous year, gaining new audiences for the Golden Horse Awards and renewed interest in movies and filmmaking.
Due to the Covid-19 pandemic in 2020, the film industry faced an unprecedented challenge, and the entries for the Golden Horse Awards may suffer as a consequence. Addressing the concern over viewership due to lack of content, JL DESIGN in charge of the overall visual for the Golden Horse Awards for a second consecutive year, came up with a concept and strategy allowing greater participation from the public. A deeper connection was thus formed between the award show and the audience.
When JL DESIGN came up with the concept “Take one：On the road to tomorrow”, the idea was that any change due to the Covid-19 pandemic can be seen as a fresh start like the “take one” of a scene while shooting. The call for submission of videos, pictures or notes on how people were living their lives in the pandemic became materials for the nominee videos and bumpers. These stories of Taiwan when in the face of a pandemic greatly impacted the audience and the power of storytelling reconnected the Golden Horse Awards with its audience.
The 57th Golden Horse Awards Ceremony: Commercial