| Title | PRICKING FEET |
| Brand | OSIM |
| Product / Service | UPHORIA FOOT MASSAGER |
| Category | B01. Art Direction |
| Entrant | DRAFTFCB HONG KONG, HONG KONG |
| Entrant Company: | DRAFTFCB HONG KONG, HONG KONG |
| Advertising Agency: | DRAFTFCB HONG KONG, HONG KONG |
| Name | Position |
|---|---|
| Iris Lo | Executive Creative Director |
| Timothy Chan/Ming Chan | Creative Director |
| Timothy Chan/Jann Yu | Copywriter |
| Ming Chan/Jeff Lai/Chiu Wai Hung | Art Director |
| Joe Wan | Illustrator |
| Queenie Fan | Account Supervisor |
| Bill Lam/Print Production | Other Credits |
BRIEF / OBJECTIVE: To convince women who wear high heels frequently. uPhoria really knows how your feet feel in order to trigger the purchase. IDEA: This is an idea about empathy. We simulate how women feel on their feet when they wear high heels for all day long. The feeling should be a pricking! That’s why an image of the feet wearing in high heels was formed by pins on a notice board. It tells how much pain the feet are suffering. If you feel the same, OSIM uPhoria is the solution.