Creative Expo Taiwan is a large-scale annual cultural festival in Taiwan. It’s a huge showcase of cultural and creative trends and a chance to experience the distinctive prowess of local Taiwanese design. That’s why every Taiwanese should take part. However, in the minds of many Taiwanese, there’s a stereotype that the ”Creative Expo Taiwan” is for hipsters, and it’s hard for other people to understand. The intensive use of academic terms is like a wall blocking out ordinary people. What if we could turn the wall of intellectualism into a bridge of communication? We would be able to break the stereotypical linkage between Creative Expo Taiwan and hipsters, so more people would feel free to join in.

1. BACKGROUND
Creative Expo Taiwan is a large-scale annual cultural festival in Taiwan.
It’s a huge showcase of cultural and creative trends and a chance to experience the distinctive prowess of local Taiwanese
design.
That’s why every Taiwanese should take part.
However, in the minds of many Taiwanese, there’s a stereotype that the ”Creative Expo Taiwan” is for hipsters, and it’s hard
for other people to understand. The intensive use of academic terms is like a wall blocking out ordinary people. What if we
could turn the wall of intellectualism into a bridge of communication? We would be able to break the stereotypical linkage
between Creative Expo Taiwan and hipsters, so more people would feel free to join in.
INSIGHT
We discovered that “intellectual” terms popular with hipsters have infiltrated our everyday vocabulary. Actually, deep down in
the heart of every Taiwanese lies the soul of a hipster. As long as we can put the “pretentious” parlance of hipsters to positive
use in our daily lives, everyone could be a hipster.

2. IDEA
The Pretentious Hipster Dictionary
That’s why we launched the “Get Buy” Hipster Dictionary.
(“Get Buy” is a Taiwanese term for “pretentious” or “affected.”)
In it we featured nine frequently encountered Taiwanese hipster terms.
Then we printed them on tissue packs and handed them out at highly
trafficked Metro stations.
We used the most commonplace of items, the tissue pack, to reach out to
common people. We conveyed the essence of the hipster, and called on
everybody to join the ranks of hipsters at Creative Expo Taiwan!

3. The Pretentious Hipster Dictionary
First, we recruited a hairdresser, a housewife…all
common people, to demonstrate how to use these
hipster terms in daily life.

4. Tens of Thousands of Entries to
The Pretentious Hipster Dictionary
And we opened the project up for public participation, inviting
everyone to make their own contributions to the online Pretentious
Hipster Dictionary. Everyone could access our online google doc and
make their own dictionary entry.After the campaign was launched, it
successfully generated considerable discussion.
The Share of Voice was 428% higher than the original KPI.
Culture went from an elite domain to a part of life
everyone could enjoy. And many people decided to take part
in the gala festival that is Creative Expo Taiwan.
Sure enough, everyone is a hipster at heart.
Google docs