文/vivi

在廣告牌上安裝一個能捕捉視線的攝像機，在有人注視和沒有人注視時，廣告牌上呈現(xiàn)不同的內(nèi)容。這個技術(shù)我們并不陌生，例如之前的《不正眼看你 可能是自閉》中就有類似應(yīng)用。

技術(shù)雖然不新奇，但這次的結(jié)合卻非常穩(wěn)妥合理，它源于一個簡單的洞察：蟑螂總在你看不到時出沒。于是如圖所示，在你直視廣告牌時，畫面干凈，一旦你轉(zhuǎn)過頭去，鋪天蓋地的小強就出現(xiàn)了……所以，看不見，不等于不存在，及時做蟑螂消殺很重要。

Brief: People think they’re free from vermin simply because the harmful insects are not easily visible. BUT that is not the truth; the truth about vermin in house lies deep in the dark. To alert the deceived customers who think they’re cockroach-tree, our goal is to effectively pre sent to the people the Home care science ZAPS.

Solution: We installed a screen and an eye-tracking camera to let the customers experience the reality. When there are no eyes gazing the screen the cockroaches start striding their sphere oi activity. the screen. But once the camera is signaled by a gaze. the screen tums blank with cockroaches gone in an instant. Likewise, we aim to alert the customers who experience the same situation at homes in order to immediately feel the need oi the brand, ZAPS. This Billboard was shown ‘n 10 bus stations around residential districts and has attracted great attention, even handled as a campaign in newspapers and blogs.

Advertising Agency: Cheil Worldwide, Seoul, Korea
Chief Creative Officer / Creative Director: Joungrack Lee
Copywriter: Sanghoon You
Art Director: Seongwook Han
Photographer: Kihong Kim
Art Buyer: Ansub Park
Producer: Open Eye