Bed Test
Award: Wood Pencil
Wood Pencil / Film / Cinema Commercials 31 - 120 Seconds / 2024
“Bed Test” is inspired by Japanese horror and performed entirely in Japanese, despite running exclusively in the United States. That means it requires subtitles to be understood by its primarily English-speaking audience. The twist: the subtitles get increasingly smaller and smaller as the story progresses, mimicking the structure of a traditional Snellen eye test. The last subtitle requires 20/20 vision to read. As a result, we used the medium to give people an eye test they didn’t realize was happening until it was over, creating the world’s first eye test within a commercial.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.