GOOD CUP

TitleGOOD CUP
BrandGREEN UMBRELLA CHILDFUND KOREA
Product / ServiceSOCIAL WELFARE SERVICE
CategoryB05. Public Service, Charity & Fund Raising
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Kwan Blues Brothers Director
Sera Lee Innocean Worldwide Ae
Byoung Hoon Cho Innocean Worldwide Ae
Seung Woo Nam Innocean Worldwide Ae
Hee Gon Suh Innocean Worldwide Ae
Suk Kyung Kang Innocean Worldwide Copywriter
Hoon Lim Innocean Worldwide Art Director
Bae Sung Kim Innocean Worldwide Agency Pd
Yeo Reum Shin Innocean Worldwide Copywriter
Se Hee Kim Innocean Worldwide Copywriter
Young Ho Hwang Innocean Worldwide Art Director
Sung Chul Kwon Innocean Worldwide Art Director
Jung Ah Kim Innocean Worldwide Creative Director

The Brief

- The earth suffering from water shortages. - The water shortage is the main reason for death of the 1.8 million children - But still, wasting water is a serious problem. - At cafeterias and public places, a lot of water is thrown away after drinking.

Creative Execution

As a well known NGO for children, Green Umbrella thought of an idea to help children suffering from serious lack of water.

Describe the creative solution to the brief/objective.

We have decided to drill a very hole in a cup instead of creating flashy commercial or astronomical figures of donation. This ‘Good Cup’ was inspired by ancient Gyeyounbe Wine glass and place in the cafeteria. After that we captured the moment of people changing their water wasting habit by hidden camera.

Results

- Through the participation of the users, we could promote awareness that water is being wasted. - Drastic decrease of the water thrown away occurred.