Insight: After drinking strong, dark beer, people get drunk and forget everything the happened that night. People like to use this drunkenness as a way to forget bad or terrible things happening to them. 
Big Idea: Outer darkness help you block all the painful things since it is so dark you cannot see through it.
Art director: Yuxin Xiong        Copywriter: Rayne Renz
a shade that darkens completely are put on trains and buses
IPhone Darktime, an extended distraction prevention function of iPhone bedtime
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