Ta Ya Group x Cannes-awarded Director Lo, Ging-Zim x Ogilvy Taiwan Collaborated for ”Steady Power”

2020/01/16

The 2020 Most Touching Historical Film Showing Taiwan’s Determination to Move on

       What a high-level historical film in Taiwan’s advertising industry! The film "Steady Power" was made as the Ta Ya 65th anniversary video with a substantial investment and the collaboration of the Ta Ya Group, the famous wire and cable leading brand in Taiwan, Ogilvy Taiwan, the countless awarded corporate entity, and Lo, Ging-Zim, the internationally well-known director were awarded "The Best Advertisement of the Year" by the Cannes Lions, LIA, NYF, and other international advertising awards in Asia for 35 times and winning 23 "Best Director" awards. The film represents the important events that happened over the past 65 years in Taiwan from a historical perspective and recreates more than 20 touching moments in history in order for everyone living in this land with bravery and hard work to be motivated under recent uncertainties.

Worries? uncertainties? Cannes-awarded Director Lo, Ging-Zim recreated the history for the Taiwanese

        The film “Steady Power” shot by Lo, Ging-Zim, the Cannes-awarded director, differs from the common business videos and is connected to the care and attention to Taiwan from a historical view which is rare in the industry. The video begins in the year of 1955 when Ta Ya was established and describes the martial law, August 7th Flood, oil shocks, diplomatic relations broken off between Taiwan and the US, Bubble Economy, 921 Earthquake, SARS, food safety crisis during the period of instability. People in the film were sitting in front of the monochrome TV with anxiety, wearing masks with their eyes full of worries, or watching buildings collapsing with an ear-splitting sound due to the natural disaster. However, after being knocked down by the difficulties and obstacles during these times, they still strived for recovering and moving forward every time without being stopped by the fear. Every heart-touching moment was created through their perseverance and exploration, such as the fight for freedom of speech, completion of the freeways and high-speed railway, or the children watching the FORMOSAT-7 being launched. As time goes by, all Taiwanese still walk on their own way under various uncertainties and are connected to each other by the moments that they have been through together. These links between people are just like the cables of Ta Ya maintaining the stable energy transmission quietly to allow people to deal with the various difficulties in their lives without any worries and stimulate them to move on.
        The director of “Steady Power”, Lo, Ging-Zim, said, “Electric transmission is the most crucial and major construction for a country. In addition to the description from an objective perspective, it is also poetic and romantic to transmit the electricity. Electricity is transmitted from generation plants to every household, and thus everyone is ‘connected with each other in series’ at all times by the grid, which makes us an indivisible community. As an advertising director, I am very honored to look back to the moments that we have been through over the past 65 years with Ta Ya Cable having a 65-year history. The film shows the Taiwanese suffering, bravery and wisdom during those six decades. People in Taiwan have never surrendered to any difficulties for the last 65 years, but became even more united. We share the same history and face the same obstacles while usually having different opinions on issues. However, history always demonstrates that we are ‘connected with each other in series’ at all times. ‘Connection in series’ is not only a term in electrical science but also like poetry describing that we will resolve any problems side by side no matter what and it is the same case with the wire and cable industry. They bring us together and steadily supply the electricity without being noticed.”
       The Ta Ya Group known as the wire and cable leading brand has grown in the past 65 years in Taiwan. Its quality products can be seen in most of the important national or personal construction with respect to economy or transportation. The power cables manufactured by Ta Ya are not only supplied to the Taiwan Power Company and Chunghwa Telecom, but also used in the major infrastructure construction of MRTs, power plants and transportation, e.g., the Taipei MRT, Taoyuan MRT, Hsuehshan Tunnel and High-Speed Rail. These cables are the nerves and veins of the economy secretly hiding in each part of our daily lives. “In order to become the firm basis for Taiwan’s industry and economy, make progress together with the society and provide the necessary electricity in people’s daily life, Ta Ya has developed the cable technologies and persisted in the production of the leap-free wires. For Ta Ya, the 65th year is the first year for brand communication. We are well-prepared to utilize this film to announce that Ta Ya will constantly move forward and expand the territories of the Group to become the leading brand that provides the complete solutions for energy production, transmission, storage and transformation,” Chairman Shen, Shang-Hung of Ta Ya Group said.

About Ta Ya Group

        “Ta Ya Enterprise”, the former entity of the Ta Ya Electric Wire & Cable, was founded by Shen, Ta-Chih and Shen, Chin-Chen in 1955, renamed the Ta Ya Electric Wire & Cable Co., Ltd., it began to produce magnet wires for electrokinetic energy conversion other than high-voltage rubber cables in 1967. Ta Ya then moved to the current location in Guanmiao, Tainan in 1986 and listed at the stock market in December 1988.
       Ta Ya has developed its territories in Taiwan and aimed to maintain the stable energy transmission and conversion. Ta Ya’s products include the 345KV and 161KV cross-linked PE extra high-voltage power cables for public infrastructure power transmission, wires and cables for factory or residential construction, and magnet wires for the products in industrial, consumer, automobile and electrical and electronic industries. It is also noteworthy that Ta Ya is the first wire and cable company which passed the 345KV type test of TPC in Taiwan.
        To ensure the quality of the products and the one-stop shopping, Ta Ya has been involved in the upstream copper materials production and the downstream wire and cable installation as well as the specific electronic metal products to form the organization. In addition to the commitment to the economic and livelihood infrastructure in Taiwan, new factories were also established in Hong Kong, Dongguan and Kunshan Cities in China, and Dong Nai and Hai Duong in Vietnam to provide service for the clients and get closer to the market. In 2006, the Ta Ya (Vietnam) Electric Wire & Cable Joint Stock Company was listed and became the first 100% foreign company listed in Vietnam.
      The Ta Ya Group has focused on the production of the power cables for energy transmission and the magnet wires for energy conversion. In addition to that, it has extended the territory to the energy generation area and served as the founding shareholder of the Taiwan Cogeneration Corporation and the Sun Ba Power Corporation, respectively, in 1992 and 2000 to invest in the natural gas generation business. In 2014, the solar generation plant began to operate, and the Ta Ya Green Energy Technology was established to actively expand the business in the clean energy industry and energy generation area. Ta Ya has aimed to become the “promoter for friendly environment and beautiful homeland” and serve as the “leading brand linking up the energy networks”. Over the past 64 years, the Ta Ya Group has made its stable and quality products become the basis for Taiwan to develop the infrastructure and economy and provided the employees with the steady and happy environment with its sound operation. In the year of the 65th anniversary, the Ta Ya Group continues to maintain the stable power transmission. Ta Ya Group: https://www.taya.com.tw/msg/msg293.html


Media Contact

Ogilvy PR Practitioner      Huang, Man-Hsi      0988-650-636     MackenzieMS.Huang@Ogilvy.com
Ogilvy PR Practitioner      Lin, Hsing-Hsien      0988-140-910     ElsaSS.Lin@Ogilvy.com