DONATING 2-BARCODE WATER

Silver Spike

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TitleDONATING 2-BARCODE WATER
ClientCJ CHEILJEDANG
Product/ServiceMINEWATER
CategoryB02. Drinks
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, SOUTH KOREA
Design/Advertising Agency:CHEIL WORLDWIDE Seoul, SOUTH KOREA

Brief Explanation

The African child illustration on the bottle shows a boy seeking for water which attracts an interest and it naturally induces to an action. To donate, leave the BARCODROP on and scan it, that's all. If you don't, there is an extra action, peeling the BARCODROP off, but we believe that people are not that mean.

The Brief

Attention directly to the donating action? Korean premium mineral water, MINEWATER [mine:wɑ:tə(r)] launched a new campaign that cares about people who suffers from the lack of drinking safe water. Even though people have good intentions to donate, connecting to sharing action is not easy at all.

How the final design was conceived

Donating 2-barcode water! It's simple. No bills or no bothering. Every product, in the world, has only one barcode, and MINEWATER has two! One is for MINEWATER which costs 1$ and the other is for African children which costs 10cents. We call this a BARCODROP which is Barcode plus drop: barcode for donating water to Africa.

Indication of how successful the outcome was in the market

By MINEWATER, donating action became easier and people showed their warm heart. For the first two weeks, 51% of the customers participated in donation and sales volume has increased up to 244%. BARCODROP photo sharing is booming via social Media and now it's one of the hot trends in Korea. This idea has eventually changed the paradigm of CSR campaigns not serious and dull, but simple and fun. Now, this small 2-barcode water is changing the world drop by drop!

Credits

Name Company Position
Ina Choi Cheil Worldwide Chief Creative Officer
Thomas Hong-Tack Kim Cheil Worldwide Executive Creative Director
Youmi Jung Cheil Worldwide Copywriter
Han-Gyu Lee Cheil Worldwide Art Director
Jinwoo Ryu Cheil Worldwide Art Director
Chanyoung Park Cheil Worldwide Account Manager
Seungyoun Kim Illustration
Yong Un Kim Computer Graphics
Duk Won Jang Producer
Masaki Idea From Daily Life Director
Yong Suk Suh Spoid Motion Graphic