| Title | ICE & FIRE |
| Brand | BEIJING NAXIN CREATIVE TRADE CO. |
| Product / Service | COMMODITY |
| Category | B02. Promotional Item Design |
| Entrant | J. WALTER THOMPSON BEIJING, CHINA |
| Idea Creation | J. WALTER THOMPSON BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Polly Chu | J. Walter Thompson Beijing | CCO |
| Shankun Sun | J. Walter Thompson Beijing | ECD |
| Dechun Qiu | J. Walter Thompson Beijing | Creative Director |
| Delong He | J. Walter Thompson Beijing | Art Director |
| Xue Wang | J. Walter Thompson Beijing | Copywriter |
| Theresa Ong | J. Walter Thompson Shanghai | Copywriter |
| Jing Shi | J. Walter Thompson Beijing | Producer |
| Todd Lv | J. Walter Thompson Beijing | Producer |
| Tieying Gao | N/A | Illustrator |
No matter how cold outside in a snowy mountain, the thermos cup is keeping the water hot inside. The visual is a true demo. Just put the cup in the middle of the snowy mountain, the flame of fire will appear in the cup.
This is an interactive POSM display in retail shop. The background of the display is an illustration of a snowy mountain. When putting the thermos cup in the middle of the illustration, a flame of fire will reflected on the shiny surface of the cup. Using a cylinder lens technique, the drawing cleverly turned a snowy mountain image into a hot fire flame. The extreme contrast between a freezing outdoor situation and a cup of hot water has easily been portrayed in a clever demonstration.
Consumers attracted by the display very much. They bought the product as well as taking pictures of the display to share on social media. The brand got promoted and product features have been widely spread among outdoor users.
We want to demonstrate the benefit of the product to our consumers. We put up a display Point-of-sales in the retail shop. With a simple action of putting the cup in the middle of the display, consumers could see a clever visual of the flame appeared in the reflection of the cup. The interactive display representing the coldness and warmth by strong contrast to highlight product features.