Only Invisible In Your Eyes

Agency Network: 
June 2012
Zaps Cockroach Repellant Outdoor Ad -  Only Invisible In Your Eyes


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 advertisement 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
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CommandZ's picture

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

Activity Score 2509
Creative Director
masivo112's picture

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

Activity Score 59
gadgets's picture

Very good!

Activity Score 1063's picture

Okay. So the only people who get this ad are the people NOT looking at it.
Activity Score 29
Creative Director
gadgets's picture

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

Activity Score 1063
Chate Su's picture

a bit disgusting but witty.

Chate Su
Activity Score 11
stickynotes's picture

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

Activity Score 1094's picture

Activity Score 29
Creative Director
MindDrift's picture


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?

Activity Score 1170
Graphic Designer
feysal's picture

wow! now this is technology working for advertising!

Activity Score 2586
Art Director at Zilojo |

groovy baby!

Temple's picture

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

Activity Score 11341
Creative Director
kleenex's picture

not a fan of this type of ad.

Activity Score 52778
Web Designer/Developer