Title | THE HIGHLIGHTER |
Brand | MONAMI KOREA |
Product / Service | PRODUCT |
Category | B01. Posters |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jung A Kim | INNOCEAN Worldwide | Executive Creative Director |
Jung Hyun Park | INNOCEAN Worldwide | Creative Director |
Jin hee Park | INNOCEAN Worldwide | Account Director |
Jong Hyun Kim | INNOCEAN Worldwide | Art Director |
Que Yeun Kim | INNOCEAN Worldwide | Art Director |
Lee Ra Hong | INNOCEAN Worldwide | Copy Writer |
Min Hae Kim | INNOCEAN Worldwide | Copy Writer |
You Lee Choe | INNOCEAN Worldwide | Account executive |
Ha Yong Jung | INNOCEAN Worldwide | Art Director |
You Ra Lee | INNOCEAN Worldwide | Media buyer |
Din Gun Ko | INNOCEAN Worldwide | Art Director |
To make a sales boost and positive image toward the product/brand from its current old image. Therefore we have chosen the club as the main place to create intimacy with the targets, after choosing the place we have created posters using characters and highlighters. In the posters, we have used fluorescence paint in each characters's main feature to leverage the importance/role of the highlighters. The characters were not recognizable when the lights were on, but as soon as someone turned on the switch, their identities were revealed with glowing paint.
The sales of highlighter has been declining since last few years due to appearance of digital devices. Students and core targets did not need the highlighters while they are studying since all the digital devices could replace the work. There for our challenge was to raise the importance of the highlighter to the core targets by using creative/impact visuals along with familiar characters.
We have used fluorescence paint in each characters's main feature to leverage the importance/role of the highlighters. The characters were not recognizable when the lights were on, but as soon as someone turned on the switch, their identities were revealed with glowing paint.
Targets saw the posters and it became viral through their SNS, posters became the highlight of the night at the club on the day of the event. Along with the online viral, targets awareness toward the product has shifted from 'old, unneeded stationary' to 'fun and must have item'.