7-Eleven

Rhythm of Love Wall

7-Eleven

Rhythm of Love Wall

7-Eleven

Rhythm of Love

Wall

November 2017

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7-Eleven Taiwan has been fundraising for charity and looked for creative ways to increase people’s willingness to donate. Thus, we worked together with ADK Taiwan and created a Robotic Clapping Wall for 7-Eleven Taiwan’s annual CSR campaign, “Rhythm of Love”.

The Robotic Clapping Wall is made of 12 pairs of mechanical hands and a donation box. Every time someone donates a coin or a bill into the donation box, the wall will react and start to clap, thus giving donors applause for their contribution. We collaborated with Bye Bye World, a clapping robot expert, to create the custom urethane rubber hands that can make realistic clapping sounds without any external amplification. The wall performs different clapping rhythms randomly including “rhythm of love”, a highly recognizable cheering rhythm in Taiwan, and user-generated clapping rhythms, which people can create and share from the campaign website.

My role in this project includes creative development, prototyping for the installation, overseeing the production, designing the website, creating visual assets for campaign video and social media. I closely collaborated with web development teams, installation team, and film production team to craft a holistic user experience. In addition, I served as the major point of contact for this international project which two agencies (New York/Taiwan) and six production companies (Tokyo/Taiwan) were involved with. I was in charge of overall communication with client and vendors, providing cultural insights and orchestrating transcreation to drive alignment and project commitments across organizations.

Being awarded at D&AD, One Show, Spikes Asia, etc., the campaign went viral on the internet and the installations were exhibited at 7-Eleven stores across major cities in Taiwan for two months.

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CLIENT

7-Eleven Taiwan

AGENCY

PARTY New York/Taipei, ADK Taiwan

TYPE

Installation, Film, Website

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Shiny Lee © 2019 All rights reserved.

© 2019 Shiny Lee.  All rights reserved.