THE SELF-LESS MIRROR

TitleTHE SELF-LESS MIRROR
BrandHEINEKEN BROUWERIJEN TAIWAN BRANCH
Product / ServiceHEINEKEN
CategoryA03. Ambient media: large scale
EntrantLEO BURNETT TAIWAN Taipei, CHINESE TAIPEI
Entrant Company LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI
Media Agency MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI
Production Company BLUE MOON FILMS Taipei, CHINESE TAIPEI

Credits

Name Company Position
Murphy Chou Leo Burnett Taiwan Chief Creative Officer
Angus Tsai Leo Burnett Taiwan Creative Partner
Kyle Chiu Leo Burnett Taiwan Creative Director
York Chiu Leo Burnett Taiwan Associate Creative Director
Elven Liu Leo Burnett Taiwan Senior Art Director
Mary Tso Leo Burnett Taiwan Art Director
Murphy Chou Leo Burnett Taiwan Copywriter
Juno Yeh Leo Burnett Taiwan Copywriter
May Chiu Leo Burnett Taiwan Creative Service Director
Kevin Lu Leo Burnett Taiwan Agency Producer
Jason Shen Leo Burnett Taiwan Vice President
Dennis Chou Leo Burnett Taiwan Account Director
Kate Liang Leo Burnett Taiwan Associate Account Director
Ella Ko Leo Burnett Taiwan Account Manager
Zoe Tang Leo Burnett Taiwan Account Executive
Gingzim Lo Blue Moon Film Production Director
Bai Li Yuan Blue Moon Film Production Executive Producer
Zheqiang Lin Blue Moon Film Production Director Of Photography
Huiqin Ye Blue Moon Film Production Producer
Baimei Zhangjian Mindbiz Post Production Editor

The Brief

Many people drink too much and get wasted without even noticing. Getting wasted means having to end a wonderful night earlier. Therefore, we intend to advocate the importance of drinking at a reasonable pace to extend the nightlife fun.

Creative Execution

We chose the restroom in a club as a contact point, because those who drink have to go to the restroom frequently.

Describe the creative solution to the brief/objective.

After the club is closed, we divided the restroom into two, both of which looked exactly the same. A piece of transparent glass, “The Mirror”, was inserted in-between, with hidden cameras installed around it. Two pairs of twins were arranged to stand in front of “The Mirror” on both sides to perform synchronized acting to create the illusion of mirrored image. Drunks going in and out of the restroom discovered that they couldn't see themselves in the mirror. They felt confused, frustrated, and wanted to know why. Meanwhile, “Can’t see yourself? You’ve had too much to drink.” was reflected onto "the mirror" to stress our proposition of “Dance More, Drink Slow”.

Results

The viral video was uploaded onto YouTube. YouTube clicks exceeded 1,500,000 in just one month. Over 200 'Shares' on Facebook and more than 4,500 'Likes'. It also stirred great debate amongst internet users, wondering which club the restroom is located.