案例简介：活动描述 台湾不仅对酒精相关广告有严格的限制，年轻消费者对强制广告不感兴趣。我们的挑战是让广告对他们感兴趣，让他们想自己分享和讨论。 有效性 我们把洗手间分成两个，两个看起来完全一样。一块透明的玻璃，“镜子”，被插在中间,周围安装了隐藏的摄像头。两对双胞胎被安排站在两边的 “镜子” 前，进行同步表演，创造镜像图像的错觉。在洗手间进进出出的醉汉发现他们看不到镜子里的自己。他们感到困惑、沮丧，并渴望找出原因。与此同时，“看不见自己吗？你喝得太多了。”被反射到“ 镜子 ”上，以强调我们的“ 多跳舞，慢喝酒 ”的主张。 实施 我们的目标是用醉汉令人惊讶和有趣的反应来吸引观众的注意力。 结果 病毒视频被上传到 YouTube 上。 youTube 的点击量在一个月内超过 1,500,000。 facebook 上超过 200 的 “股票” 和超过 4,500 的 “喜欢”。这也引起了互联网用户的激烈争论，他们想知道洗手间位于哪个俱乐部。 相关性 为了倡导以合理的速度饮酒以延长夜生活乐趣的重要性，喜力公司利用恶作剧节目的形式将夜总会的镜子变成了 “自我缺失”, 让消费者自己看到过量饮酒的负面影响。

案例简介：Campaign Description Not only is there strict restriction on alcohol-related advertising in Taiwan, young consumers are not interested in forced advertisement. Our challenge is to make advertising interesting to them in a way that they would want to share and discuss on their own. Effectiveness We divided the restroom into two, both of which looked exactly the same. A piece of transparent glass, “The Mirror”, was inserted in-between, with hidden cameras installed around it.Two pairs of twins were arranged to stand in front of “The Mirror” on both sides to perform synchronized acting to create the illusion of mirrored image.Drunks going in and out of the restroom discovered that they could not see themselves in the mirror. They felt confused, frustrated, and were eager to find out why.Meanwhile, “Can’t see yourself? You’ve had too much to drink.” was reflected onto “the mirror” to stress our proposition of “Dance More, Drink Slow”. Implementation We aim to capture audiences' attention with the surprising and entertaining reaction of the drunks. Outcome The viral video was uploaded onto YouTube.YouTube clicks exceeded 1,500,000 in one month.Over 200 “Shares” on Facebook and more than 4,500 “Likes”.It also stirred great debate amongst internet users, wondering which club the restroom is located. Relevancy To advocate the importance of drinking at a reasonable pace to extend the nightlife fun, Heineken using prank shows format to turn Night Club’s mirror “self-less”, making consumers see for themselves the negative effect of excessive drinking.

魔镜啊魔镜 | The Self-less Mirror

案例简介：活动描述 台湾不仅对酒精相关广告有严格的限制，年轻消费者对强制广告不感兴趣。我们的挑战是让广告对他们感兴趣，让他们想自己分享和讨论。 有效性 我们把洗手间分成两个，两个看起来完全一样。一块透明的玻璃，“镜子”，被插在中间,周围安装了隐藏的摄像头。两对双胞胎被安排站在两边的 “镜子” 前，进行同步表演，创造镜像图像的错觉。在洗手间进进出出的醉汉发现他们看不到镜子里的自己。他们感到困惑、沮丧，并渴望找出原因。与此同时，“看不见自己吗？你喝得太多了。”被反射到“ 镜子 ”上，以强调我们的“ 多跳舞，慢喝酒 ”的主张。 实施 我们的目标是用醉汉令人惊讶和有趣的反应来吸引观众的注意力。 结果 病毒视频被上传到 YouTube 上。 youTube 的点击量在一个月内超过 1,500,000。 facebook 上超过 200 的 “股票” 和超过 4,500 的 “喜欢”。这也引起了互联网用户的激烈争论，他们想知道洗手间位于哪个俱乐部。 相关性 为了倡导以合理的速度饮酒以延长夜生活乐趣的重要性，喜力公司利用恶作剧节目的形式将夜总会的镜子变成了 “自我缺失”, 让消费者自己看到过量饮酒的负面影响。

魔镜啊魔镜 | The Self-less Mirror

案例简介：Campaign Description Not only is there strict restriction on alcohol-related advertising in Taiwan, young consumers are not interested in forced advertisement. Our challenge is to make advertising interesting to them in a way that they would want to share and discuss on their own. Effectiveness We divided the restroom into two, both of which looked exactly the same. A piece of transparent glass, “The Mirror”, was inserted in-between, with hidden cameras installed around it.Two pairs of twins were arranged to stand in front of “The Mirror” on both sides to perform synchronized acting to create the illusion of mirrored image.Drunks going in and out of the restroom discovered that they could not see themselves in the mirror. They felt confused, frustrated, and were eager to find out why.Meanwhile, “Can’t see yourself? You’ve had too much to drink.” was reflected onto “the mirror” to stress our proposition of “Dance More, Drink Slow”. Implementation We aim to capture audiences' attention with the surprising and entertaining reaction of the drunks. Outcome The viral video was uploaded onto YouTube.YouTube clicks exceeded 1,500,000 in one month.Over 200 “Shares” on Facebook and more than 4,500 “Likes”.It also stirred great debate amongst internet users, wondering which club the restroom is located. Relevancy To advocate the importance of drinking at a reasonable pace to extend the nightlife fun, Heineken using prank shows format to turn Night Club’s mirror “self-less”, making consumers see for themselves the negative effect of excessive drinking.

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魔镜啊魔镜 | The Self-less Mirror

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