ONLY INVISIBLE IN YOUR EYES! by Cheil Seoul for Zaps

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ONLY INVISIBLE IN YOUR EYES!

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Industry Insecticides
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Joungrack Lee
Art Director Seongwook Han
Designer Jihyun Im
Producer Gunwoong Choi
Photographer Kihong Kim
Released June 2012

Credits & Description

Category: Best Use of Outdoor
Advertiser: ZAPS
Product/Service: COCKROACH REPELLANT
Agency: CHEIL WORLDWIDE
Date of First Appearance: Mar 8 2011
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Joungrack Lee (CHEIL)
Art Director: Seongwook Han (CHEIL)
Photographer: Kihong Kim (STUDIO H)
Producer: Gunwoong Choi (OPEN EYE)
Planner: Iljin Ko (OPEN EYE)
Designer: Jihyun Im (OPEN EYE)
Planner: Koeun Kim
Planner: Kayoung Seo
Planner: Youjin Yeun
Planner: Moonseob Lee
Planner: Mijeong Sin
Art Buyer: Ansub Park
Media placement: Bus Shelter - 10 Spots - Bus Station - 8 Mar. 2011

Insights, Strategy & the Idea
People think they're free from vermin simply because the harmful insects are not easily visible. But the truth is that vermin live deep in the dark places of the house, remaining out of sight. Our goal is to effectively promote the science of ZAPS, to people who think they're cockroach-free.

Creative Execution
We installed a screen and an eye-tracking camera to let the customers experience the reality. When there are no eyes gazing at the screen the cockroaches start moving across the screen. But once the camera is triggered by eye movement, the screen turns blank and the cockroaches disappear in an instant.

Results and Effectiveness
We aim to alert the customers who experience the same situation at homes in order to create the impulse to buy the ZAPS brand. This billboard was placed in 10 bus stations around residential districts and has attracted great attention, even handled as a campaign newspapers and blogs.