Campaign Creation | Animation | LED Wall Display
Fifth Atrium had the honor of strategizing and producing the U.S. edition of the FuBear Give Me Five campaign, Taiwan Excellence’s global out-of-home initiative for 2025. Set in the heart of Dallas, Texas, this campaign invited the local community to connect with Taiwan through vibrant visuals, interactive play, and cultural storytelling, using every touchpoint to invite the public to Taiwan Expo 2025 (August 14–16 at Kay Bailey Hutchison Convention Center Dallas).
The campaign was built around the idea of VIGOR, transforming each letter into a pillar of experience: V for Vibrancy, I for Interaction, G for Gathering, O for Openness and R for Resonance.
At the center of this project is FuBear, Taiwan Excellence’s mascot and a cultural ambassador. Inspired by the Formosan Black Bear—a special species native to Taiwan.
For the U.S. campaign, we had FuBear “play baseball” with visitors, celebrating Taiwan’s world-class achievements in baseball, including its 2024 WBSC Premier12 Championship win in Japan.
The concept begins with the rich diversity of Taiwan’s industries, captured through careful observation and translated into vibrant colors and flowing forms. Fan-shaped elements gradually transform into soft curves and circles, reflecting the flexible, innovative spirit of Taiwan as it moves toward the value of alignment.This alignment represents more than precision. It speaks to a shared belief in quality, culture, and a collective vision for the future. Through motion and connection, the story reveals how Taiwan’s industries continue to grow, starting from diverse roots and expanding toward a global presence.In the end, all energy comes together in the Taiwan Excellence mark. It becomes a symbol gently placed in the hands of Bravo the FuBear, carrying the spirit of Taiwan out into the world.
Our team was responsible for the entire creative rollout, including:
1. Pop-Up Event: Interactive Game – gesture-based gameplay, real-time animations, and reward logic.
2. Key Visuals & Motion Design – eye-catching graphics for OOH and LED displays at AT&T Discovery District.
3. Digital Truck – bringing FuBear on the road to reach a wider audience across Dallas.
4. Photobooth Experience – an Instagrammable moment designed for shareability.
5. Printed Banners at Galleria Dallas – building awareness across high-traffic areas.
A highlight of the event was the LED Wall video display at AT&T Discovery District that looped our custom animation, amplifying the excitement behind the booth and pulling in curious passersby.
Interactive Game DesignWe created a fun, gesture-based experience that encouraged people to engage with FuBear in real-time:
1. Gesture “Give Me Five” to start the game.
2. Learn the 3 signature poses on the screen.
3. Play 3 rounds – match FuBear’s pose to win the round.
4. Claim prizes based on your score:
• 3/3 wins → VIP Silver Bag
• 2/3 wins → Taiwanese Snack Voucher or Car Freshener
• 1/3 or 0/3 wins → Collectible Post Card
Each prize was carefully curated and made in Taiwan—from the trendy silver bag perfect for sports events, to the scented car fresheners created with essential oils by Grange, to vouchers redeemable for Taiwanese snacks at Taiwan Expo.
The campaign’s ultimate goal was to raise awareness and drive attendance to Taiwan Expo 2025, just a 10-minute walk from AT&T Discovery District. Visitors can explore themed pavilions such as Smart Factory, Intelligent Technology, Smart Healthcare, Food, and Culture & Tourism, as well as participate in the Supply Chain Cooperation Forum and enjoy live on-site performances—all for free.
