THE SHOWER IN THE DARK

TitleTHE SHOWER IN THE DARK
BrandPUBLICATION BRAILLE
Product / ServiceTADOT BOTTLE
CategoryA01. Use of Promotional Events & Stunts 
EntrantMcCANN WORLDGROUP KOREA Seoul, SOUTH KOREA
Entrant Company McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA
Advertising Agency McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA

Credits

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

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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)