Title | FIRST 100 DAYS |
Brand | WOONGJIN COWAY |
Product / Service | WATER FILTERS |
Category | A03. Home Furnishing, Appliances, Maintenance & Household Products |
Entrant | CHEIL WORLDWIDE Seoul, KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, KOREA |
Advertising Agency: | CHEIL WORLDWIDE Seoul, KOREA |
Production Company: | BREAKFAST Seoul, KOREA |
Credits | |
Creative Director | Youngok Yang |
Copywriter | Sangjun Shin/Yeonju Lim |
Agency Producer | Daeyoun Lee |
Account Manager | Jinhun Na/Youngwook Son/Dukju Park |
Art Director | Yeonjoo Lee/Seokjin Shin/Wonhee Lee |
The topnotch brand in Korea's water filter market, Woongjin Coway. However, the top position was being threatened with the advent of water filter substitutes such as bottled water, functional drinks, and others, along with aggressive marketing activities of competing brands. It was time Woongjin Coway came up with a differentiated yet powerful advertisement campaign. We judged as a number one brand that simply delivering the functional advantage of water filters would not be enough. Therefore, we approached the most basic function of a water filter, providing 'clean water' to the human body.