FIRST 100 DAYS

TitleFIRST 100 DAYS
BrandWOONGJIN COWAY
Product / ServiceWATER FILTERS
CategoryA03. Home Furnishing, Appliances, Maintenance & Household Products
EntrantCHEIL WORLDWIDE Seoul, KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency:CHEIL WORLDWIDE Seoul, KOREA
Production Company:BREAKFAST Seoul, KOREA

Credits

Creative DirectorYoungok Yang
CopywriterSangjun Shin/Yeonju Lim
Agency ProducerDaeyoun Lee
Account ManagerJinhun Na/Youngwook Son/Dukju Park
Art DirectorYeonjoo Lee/Seokjin Shin/Wonhee Lee

Brief Explanation

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.