| Title | THE SHOWER IN THE DARK |
| Brand | PUBLICATION BRAILLE |
| Product / Service | TADOT BOTTLE |
| Category | A01. Use of Promotional Events & Stunts |
| Entrant | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
| Entrant Company | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
| Advertising Agency | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Junghyun Ashley Shon | McCann Worldgroup Korea | Vp/Executive Creative Director |
| Yongbeom Shin | McCann Worldgroup Korea | Creative Director |
| Sangjin Kim | McCann Worldgroup Korea | Senior Art Director |
| Sungsim Lee | McCann Worldgroup Korea | Art Director |
| Seunghee Lee | McCann Worldgroup Korea | Copywriter |
| Namgil Kim | McCann Worldgroup Korea | Senior Producer |
| Taeyoung Jung | McCann Worldgroup Korea | Art Director |
| Chunwoo Yun | McCann Worldgroup Korea | Account Director |
| Inbong Choi | Director |
In order to solve the problem in daily life of the blind, Publication Braille has produced special empty bottles named TADOT Bottles engraved of Braille patterns for Korean and English so that the blind can differentiate products by touching them. To encourage the use of this special bottle, we planned fun experiential event called ‘The shower in the dark’ not only for the blind but for everyone. It’s surprising and touching result moved all the people at the event. It was applauded for its creative idea which naturally led the people to experience the blind’s life and our products.
Most products used in bathroom like shampoos, conditioners, or body washes have similar shaped containers but differentiated by its labels. By this way containers are organized with uniformity in shape but diverse in colors, and moreover it is useful and efficient. However all of the above it is the convenience based on the fact ‘in case of visible’. The 370 thousand blind people experience the inconvenience of differentiating shampoo, conditioner, or body wash from each other every morning by “not looking”. We focused on the daily life of the blind.
In order to solve the problem in daily life of the blind, Publication Braille has produced special empty bottles named TADOT Bottles engraved of Braille patterns for Korean and English so that the blind can differentiate products by touching them. To encourage the use of this special bottle, we planned fun experiential event called ‘The shower in the dark’ not only for the blind but for everyone. It’s surprising and touching result moved all the people at the event. It was applauded for its creative idea which naturally led the people to experience the blind’s life and our products. Afterward the video clip of this whole story has been released on YouTube and received many supports and sympathy from people about TADOT Bottle. -115,455 YouTube views
TADOT Bottle is produced for the blind to make easier for them to read the bottle labels. Readable with fingertips, it is especially useful in differentiating shampoo, conditioner or body wash in the bath. TADOT shampoo bottle (Black, horizontal lines) TADOT conditioner bottle (White, vertical lines) TADOT body shampoo bottle (Yellow, punctiform)