CTBC Brand Campaign Gives Gratitude to Employees

TAIPEI, Taiwan--(BUSINESS WIRE)--CTBC Financial Holding Co., Ltd.'s (CTBC Financial Holding) has released a short film titled ‘A simple thank you (如常‧謝謝你)’ on Dec. 28 to express thanks to all the employees for their efforts during the COVID-19 pandemic.

Directed by Hsiao Ya-chuan (蕭雅全) and uses “Thank You” by artist Summer Lei (雷光夏) as background music, the video restores the 91 days where more than 2,600 CTBC employees worked overtime to help 280,000 workers apply for relief loans and completed the workload that would have take two and a half years in just three months.

In response to the impacts of the COVID-19 pandemic, CTBC Financial Holding provides relief loans and has sped up the process through digital financial technology.

The filming team interviewed several employees in the hope to create realistic and detailed script for the film, and the interviewees were already in tears before they even began to talk. During the filming, more than 40 employees impressed director Hsiao with their engagement and dedication.

Chairman Wen Long Yen (顏文隆) of CTBC Financial Holding also participated in the filming this time to express his appreciation and echoed the brand sprit “We are family” with actions.

In 2001, when CTBC Bank launched a new system, thousands of employees worked overtime and sacrificed holiday to spend time with their families to make it happen. To thanks employees for their hard work, CTBC Financial Holding founder Jeffrey Koo (辜濓松) invited notable director Hou Hsiao-hsien (侯孝賢) to make a film, which was released on the New Year’s Eve in 2002, one year after the new system came online.

In 2014, a special video was made when the headquarters of CTBC relocated to CTBC Financial Park in Nangang, Taipei to express the sentiments to the old headquarters in Xinyi District.

This year, the brand campaign ‘Our Ordinary Home’ released in June presents Taiwan’s resilience in the face of the pandemic. The video has been watched more than 12 million times on the Internet.

The full-length video of “Our Ordinary Home, Thank You” is now available on YouTube and Home Run Taiwan’s Facebook fan page.