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Category
Casting / Actor
Annual ID
OS25_MI111M
Background
Taiwan has the second-longest working hours in Asia. With the post-pandemic return to early commutes, we found that it's not just staying up late or driving that demands energy—many office workers struggle even more with waking up in the morning. Exhausted employees face a morning battle against sleepiness, needing to shake it off instantly, wake up, and regain control of their bodies.
Creative Idea
Wincafe has consistently led Taiwan's canned coffee market with its "energizing" concept. This time, we shift from the traditional focus on "feeling sleepy but unable to sleep" to capturing the struggle of "wanting to wake up but unable to."
When people can’t fully wake up, their minds know it’s time to move, but their bodies remain under the grip of sleepiness, unable to function. In this struggle, they often perform exaggerated, unnatural movements. Wayne Coffee captures this inner conflict through 20 dramatic body performances, depicting the tug-of-war between willpower and drowsiness, reflecting the relatable experience of those battling to wake up.
When people can’t fully wake up, their minds know it’s time to move, but their bodies remain under the grip of sleepiness, unable to function. In this struggle, they often perform exaggerated, unnatural movements. Wayne Coffee captures this inner conflict through 20 dramatic body performances, depicting the tug-of-war between willpower and drowsiness, reflecting the relatable experience of those battling to wake up.
Insights & Strategy
Wincafe "with double caffeine" addresses modern society's needs by focusing on the struggle of "wanting to wake up but failing to," uncovering new opportunities.
The campaign visualizes the battle between drowsiness and rationality through 20 intricate movements, depicting the overwhelming struggle to keep your eyes open and push through a commute. With double the caffeine, Wincafe empowers sleep-deprived, overworked Taiwanese to reclaim control of their bodies.
The campaign visualizes the battle between drowsiness and rationality through 20 intricate movements, depicting the overwhelming struggle to keep your eyes open and push through a commute. With double the caffeine, Wincafe empowers sleep-deprived, overworked Taiwanese to reclaim control of their bodies.
Execution
To visualize the struggle between wanting to wake up and the desire to keep sleeping and capture the true essence of people struggling to wake up in real life, we designed over 20 challenging sleeping poses that seamlessly blend with the environment. From the bed to the office desk, the entire sequence was filmed in real life without any special effects. We cast a young dancer who has been training since the age of 10 and filmed everything live. Through a series of quirky, eye-catching moves and the actor's physical limitations, we delivered a powerful jolt to tired lives.
Results
20+ Covered by top media
3,000,000 watch / like / share
3,000,000 watch / like / share
2025 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Taiwan / Taipei
Production Company
DJ FILM PRODUCTION / Taipei
Art Director
Shokei Liu
Associate Creative Director
Eason Yu
Chief Creative Officer
Alice Chou
Copywriter
Yvaine Ou
Ivy Chiang
Creative Director
Samuel Cheng
Senior Producer
Shan Hsieh
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