Only Invisible In Your Eyes

Agency Network: 
June 2012

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.

Outdoor advertisment created by Cheil, South Korea for Zaps Cockroach Repellant, within the category: House, Garden.

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

Comments (13)

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CommandZ's picture
Activity Score 2498

Great idea. I just wish that they could of camouflaged the camera lens somehow.

masivo112's picture
Activity Score 59

The eye tracking, is not the advertising idea. Is a technology development. Stupid

gadgets's picture
Activity Score 1063

Very good!'s picture
Activity Score 29

Okay. So the only people who get this ad are the people NOT looking at it.

gadgets's picture
Activity Score 1063

Peripheral vision: a part of vision that occurs outside the very centre of gaze. There is a broad set of non-central points in the field of view that is included in the notion of peripheral vision. "Far peripheral" vision exists at the edges of the field of view, "mid-peripheral" vision exists in the middle of the field of view, and "near-peripheral", sometimes referred to as "para-central" vision, exists adjacent to the center of gaze

Chate Su's picture
Chate Su
Activity Score 11

a bit disgusting but witty.

stickynotes's picture
Activity Score 1094

i don't like ads where you can't see a thing when looking at it.. wake up, it's useless.'s picture
Activity Score 29


MindDrift's picture
Activity Score 1170


1-Who'll tell the person what she's not seeing?
2-What if I'm not gazing directly at the camera? Would it track my eye?

feysal's picture
Activity Score 2571

wow! now this is technology working for advertising!

groovy baby!

Temple's picture
Activity Score 11337

Sorry, but is this legal in Korea? A camera eye tracking a passenger's face without their consent for advertising reasons?

kleenex's picture
Activity Score 50548

not a fan of this type of ad.