"Would you like to create our commercial, and turn a boring commuting moment into an unforgettable experience" These were the words that caught my attention. The makers of Sourcy Vitaminwater had approached me with a challenge, and I was intrigued.
Strategist Roen Roomberg and I teamed up to closely examine our daily commutes. We identified routine-based commuting moments, such as frustrated car drivers stuck in traffic and bored train passengers scrolling through their phones. Conversely, we also compiled a list of enjoyable daily activities, like meeting new people or experiencing pleasant surprises. We connected the two lists using the colors of Sourcy Vitaminwater drinks. Sourcy Vitaminwater is commonly available in shops and near train stations. So, I thought about escalators, which are connectors between different modes of transportation and are ubiquitous in urban areas.
Observing the expressions of people on an escalator is fascinating: life appears to unfold in slow motion. Once you step on an escalator, you don't have to move, and the environment just glides by. So, could I turn this seemingly trivial moment into something exhilarating?
I came up with a concept to convert the escalator ride into an over-the-top game show experience, turning a moment of absolute nothing into something. We needed to let people know they were in a TV show in just 20 seconds (the time it took to ride this escalator) and found Eddy Zoëy, a famous Dutch show host, and Lize Korpershoek willing to host the show. To surprise the unsuspecting commuters, we filmed everyone stepping onto the escalator and showed the footage on a huge LED screen outside the escalator area. This drew an enthusiastic crowd, eager to welcome each participant as they descended the stairs.
In front of the LED screen, we positioned a wheel of fortune featuring Sourcy Vitaminwater colors, which matched the colored stairs. Our host stood in front of the entire setup, commenting on what was happening. That was captured from a single camera angle and displayed on a television screen above the commuters on the escalator, letting them know they were part of a television show.
I thought it looked great in its simplicity: turning the basic act of riding an escalator into an exciting TV game show. Fun prizes were up for grabs: if a commuter landed on a stair whose color matched the wheel of fortune, they would win a prize in that color. In a nod to Willy Wonka, we added a golden stair. If someone landed on that stair, they would win a trip to the longest escalator in the world, in Hong Kong. So much for boring escalator rides!
The television show/commercial was a triumph, as the online community showered it with love and excitement, 'escalating' the impact far beyond the physical location.
