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Taiwan Excellence announced the launch of its 2025 out-of-home (OOH) brand campaign in Dallas, Texas, uniting high-traffic touchpoints—including AT&T Discovery District, Galleria Dallas, and mobile digital billboards—under the creative theme “V.I.G.O.R.” (Vibrancy, Interaction, Gathering, Openness, Resonance). Through large-format motion visuals, immersive engagements, and citywide routes, the campaign invites Dallas residents to experience Taiwan’s innovation up close and to visit Taiwan Expo 2025 at the Kay Bailey Hutchison Convention Center Dallas, August 14–16.

Designed as a multi-site, full-funnel journey, the campaign pairs attention with action: animated signature visuals roll on the LED canvases of AT&T Discovery District; eye-level recognition is amplified at Galleria Dallas with prominent hanging banners; and mobile digital trucks carry Taiwan Excellence’s beloved mascot FuBear into neighborhoods and business districts, stitching together a city-scale brand network that lifts reach, recall, and footfall.

At the heart of the experience is the playful “Give Me Five” motion-tracking challenge. Participants begin with a high-five and complete three quick rounds of on-screen gestures to rack up points and redeem Taiwan-made gifts—such as a sporty silver shoulder bag, an essential-oil car freshener, and snack vouchers redeemable at Taiwan Expo. It’s hands-on, camera-ready, and delightfully shareable—because innovation is even better when you can hold it.

The visual language blends fan-shaped beams and fluid lines to symbolize Taiwan’s diverse industries aligning and converging at the iconic red Taiwan Excellence mark. As the campaign’s “city ambassador,” FuBear channels energy and warmth, inviting everyone to connect with Taiwan through a simple, universal gesture: the high-five—zero barrier, all smiles, lasting resonance.

“We believe the city is the biggest pavilion,” said Taiwan Excellence. “With V.I.G.O.R., we translate Taiwan’s innovation, design, and service spirit into experiences you can see, play, and take home. The moment you high-five FuBear in Dallas, Taiwan is just one High Five away.”

The Dallas OOH program is led by Taiwan Excellence and executed in collaboration with Fifth Atrium, spanning strategy and creative development, motion and key visual design, interactive game production, a pop-up photobooth experience, mobile billboard routing, and on-site integration. Local ambassadors and creator partnerships extend real-time engagement and social reach, turning street-level curiosity into expo-floor conversations.

More than a city-wide brand moment, the initiative is an effectiveness engine: high-impact visuals spark awareness; friendly, game-like interactions drive participation and social sharing; and wayfinding plus rewards guide people directly to the pavilion—creating a measurable, closed-loop journey from outdoor touch to in-booth experience.

Taiwan Excellence welcomes media, partners, and the public to Taiwan Expo 2025 (Aug 14–16) to explore curated zones across smart manufacturing, ICT, digital health, food, and culture & tourism—and to meet the companies shaping the next wave of “Made in Taiwan” excellence.