Title | THE SELF-LESS MIRROR |
Brand | HEINEKEN BROUWERIJEN TAIWAN BRANCH |
Product / Service | HEINEKEN |
Category | A03. Ambient media: large scale |
Entrant | LEO 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 |
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 |
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.
We chose the restroom in a club as a contact point, because those who drink have to go to the restroom frequently.
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”.
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.