SUB CATEGORY :

CASTING

ENTRANT COMPANY :

DENTSU CREATIVE TAIWAN, TAIPEI

TITLE :

SLEEPBOUND

BRAND :

HEYSONG - WINCAFE

ADVERTISER :

HEYSONG

AGENCY :

DENTSU CREATIVE TAIWAN, TAIPEI

CHAIRMAN :

JENNIFER TANG

CHIEF EXECUTIVE OFFICER :

GARY CHI

MANAGING DIRECTOR :

TAKU OZAKI

CHIEF CREATIVE OFFICER :

ALICE CHOU

EXECUTIVE CREATIVE DIRECTOR :

SAMUEL CHENG

CREATIVE DIRECTOR :

EASON YU

ART DIRECTOR :

SHOKEI LIU

COPYWRITER :

YVAINE OU/IVY CHIANG

AGENCY PRODUCER :

SHAN HSIEH

CLIENT SERVICE DIRECTOR :

ALLEN CHIU/DAVID MA

ACCOUNT DIRECTOR :

SAMANTHA YANG/ANDY TSAI/EASON JEN/ASA HUANG

ACCOUNT MANAGER :

VAN HSIEH

FILM PRODUCTION COMPANY :

DJ FILM PRODUCTION, TAIPEI

DIRECTOR :

MULDER SHEN

ENGLISH SYNOPSIS :

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.

ENGLISH CONTEXT EXPLANATION :

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.
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.
To authentically convey the battle between willpower and sleepiness, we cast a young dancer who started training at 10 years old. He tackled over 20 complex, high-difficulty sleeping positions—all performed live without animation. His realistic yet unconventional movements challenge expectations and perfectly depict the struggle of "wanting to wake up but can’t."
Wincafe empowers sleep-deprived, overworked Taiwanese to reclaim control of their bodies.