Zaps除蟑螂：看不见，不等于不存在

文/vivi

在广告牌上安装一个能捕捉视线的摄像机，在有人注视和没有人注视时，广告牌上呈现不同的内容。这个技术我们并不陌生，例如之前的《不正眼看你 可能是自闭》中就有类似应用。

技术虽然不新奇，但这次的结合却非常稳妥合理，它源于一个简单的洞察：蟑螂总在你看不到时出没。于是如图所示，在你直视广告牌时，画面干净，一旦你转过头去，铺天盖地的小强就出现了……所以，看不见，不等于不存在，及时做蟑螂消杀很重要。

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