Wincafe, a beloved brand under the Hey Song Corporation, sought to capture the eternal battle between the urge to rise and the allure of indulgent slumber. Their creative approach involved crafting a delightful and humorous presentation that tickled viewers' imaginations. By skillfully blending wit, whimsy, and a touch of magic, Wincafe transported audiences to a world where the struggle to wake up transformed into a playful and relatable experience. This imaginative journey not only entertained but also left a lasting impression, making mornings a little brighter for all who encountered it.
Rise and Shine with Wincafe: Conquering Taiwan's Wake-Up Battle, One Imaginative Cup at a Time!
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The Challenge
In Taiwan, with the second-highest working hours in Asia, Mornings are a real wake-up challenge.
When people are trapped in a sleepy state, even though their rational mind knows they shouldn't sleep anymore, their bodies are controlled by drowsiness, unable to function normally. In this struggle, people end up in some incredibly strange sleeping positions.
The Solution
Wincafe with double caffeine, aims to visualize the struggle between wanting to wake up and the desire to keep sleeping, through an eye-catching and humorous presentation. We've designed over 20 exaggerated sleeping poses and enlisted a rising dancer who started dancing at 10. Shot live without any animation, pushing the limits of human flexibility. Over two days of shooting, the dancer crawled more than 2 kilometers and "slept" for 23 hours. Using rich imagination and exaggerated body movements to depict everyone’s inner struggle when they can't wake up.
The Results
Wincafe keeps their commitment of being "refreshing", always challenging the audience's expectations over the years, delivering a powerful punch for a tired life and connecting with everyone's daily lives — adding vitality and depth to the idea of refreshing. For people in Taiwan dealing with long working hours and lack of sleep, Wincafe defeats drowsiness and helps you take control of your body.
Can't wake you up? Wincafe perks you up!
Innovating to Impact
Dentsu Creative Taiwan's "SleepBound" campaign helped Wincafe solidify its position as the ultimate morning coffee choice. By tapping into the relatable struggle of long work hours and the desire to stay in bed, viewers resonated with the campaign and identified Wincafe as the go-to drink to power through the day.
Awards Won
4A Creative Awards — Best Long-Form Film (Gold) and Best Digital Viral Film (Merit)
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