| Title | CHILD'S PLAY FOOD POISONING |
| Brand | GPS BAY |
| Product / Service | GPS BAY I95 |
| Category | A07. Point of Sale |
| Entrant | IRIS WORLDWIDE Jakarta, INDONESIA |
| Entrant Company: | IRIS WORLDWIDE Jakarta, INDONESIA |
| Design/Advertising Agency: | IRIS WORLDWIDE Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Keat Soh | Iris Worldwide Indonesia | Executive Creative Director/Copywriter |
| Fajar Kurnia | Iris Worldwide Indonesia | Associate Creative Director/Art Director |
| Ernest Junius Wiyanto | Iris Worldwide Indonesia | Senior Copywriter |
| Jeremy Chia | Iris Worldwide Indonesia | Associate Creative Director/Copywriter |
| Cecillia Hidayat | Illustrator | |
| Jeremy Wong | Nemesis Pictures | Photographer |
| Taufik | Retoucher | |
| Rivianty Nauli | Iris Worldwide Indonesia | Graphic Designer |
| Lies Yuwono | Iris Worldwide Indonesia | Producer |
| Purwono | Iris Worldwide Indonesia | Producer |
All GPS devices perform the same task. The challenge is to highlight the fact that with a GPS BAY i95's, the user interface and directional guidance it gives makes getting to your location so easy.
The brief from the client was to make sure their product, the GPS BAY i95 stood out from the clutter of all the other GPS devices in the retail outlets.
After extensive research, we came up with the idea that our GPS device made driving feel like an adult playing a children's board game. In other words, "way too easy".
We don't have any concrete numbers to support this as our retailers have yet to come back to us with results.