Cannes Contenders: Cheil PengTai

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...
Death Stopper.jpgDeath Stopper
Cheil PengTai

In China, out of every five traffic accidents, there is one of which the victim is a sanitation worker. Every day these understated street heroes work on highways and at dangerous intersections. We discovered that speeding is the major cause of car accidents.

We found that most drivers in China use radar detectors to scan the electromagnetic spectrum in order to detect and cheat speed radars used by the police, so we created the Life Guard Badge that transmits the same wave band as speed radar does.

When a sanitation worker is equipped with the Life Guard badge, he or she has been perfectly disguised as speed radar. Passing drivers will receive voice alert from their radar detector and then slow down as they usually do, what they might not be aware of is, that by slowing down they have actually saved lives.
GPS Hand.jpgGPS Hand
Cheil PengTai

Today, people cannot go outside without a virtual map on their smartphone, but the reality is that some of them still struggle to find the right direction that your virtual map is telling you. We found that, for these people, regardless of the computer maps or smartphone apps they use, they still get lost.

Our idea is simple: go back to the basics. Despite all the digitally simulated tools we have today, we created a physical one - the GPS Hand, to provide the simplest and most intuitive way to get directions.

Plug the GPS Hand into the USB port on a mobile phone. It activates and connects the map application automatically. By fetching navigational data from the phone app, it simultaneously gives physical directions to the user. The GPS Hand terminates the aimless wandering of the "directionally blind".

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.


michael said:

Death Stopper - how many were made? How many lives were saved? Which brand was involved and how did it advance its business?

GPS hand - less said about this the better. Embarrassing that a professional agency would put its name to this.

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