| Title | MIRROR |
| Brand | iPROTECT |
| Product / Service | SELF-PROTECTION SPRAY |
| Category | B04. Best use of Ambient Advertising: Bar & Restaurants etc. |
| Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Entrant Company: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Advertising Agency: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
Credits | |
| Chief Creative Officer | Regional Chief Creative Officer: Marcus Rebeschini |
| Executive Creative Director | Leigh Reyes |
| Copywriter | Leigh Reyes |
| Account Supervisor | Account Directors: Kayen Zialcita/Monche Herce |
| Producer | Ariel Bautista |
| Art Director | Trisha Uy |
| Photographer | Raul Montifar |
This is placed inside the ladies' restrooms located in a bar & restaurant. The solution was a mirror, displayed like an actual mirror. Technology allowed us to make the image of an attacker appear in the mirror, triggered by an infrared switch. To the woman looking at herself in the mirror, it would seem like the attacker was directly behind her. By simulating an attack, we created on-the-spot relevance for iProtect.
THE BRIEF: Make women carry iProtect Pepper Spray. THE STRATEGY: Make them realise how vulnerable they are. THE SOLUTION: Attack them where they feel safe. It looks like an ordinary mirror. When the infrared sensor is tripped, the images appear. The rest still behaves like a mirror, completing the illusion. This is placed inside the ladies' restrooms located in bars & restaurants.