Title | TAPE FOR WILDLIFE |
Brand | KOREA WILDLIFE MANAGEMENT ASSOCIATION |
Product / Service | WILDLIFE CONSERVATION |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Seung Hee Choi | Designsopung | Art Director |
Jae Seung Yoo | Audio Lab | Audio Producer |
Ho Chul Ju | Audio Lab | Audio Producer |
Beom Hyun Choi | Mercury Post Production | 2d |
Young Rong Kim | Mercury Post Production | Edit |
Beom Sik Joh | Pyx Innovation Lab | Director |
Sang Young Han | Pyx Innovation Lab | Producer |
Jun Won Park | Pyx Innovation Lab | Executive Producer |
Jung Taek Lim | Innocean Worldwide | Art Director |
Ye Sul Lim | Innocean Worldwide | Art Director |
Jun Oh Lee | Innocean Worldwide | Art Director |
Hee Jo Sun | Innocean Worldwide | Copy Writer |
Jae Yeon Lee | Innocean Worldwide | Copy Writer |
Su Youn Kim | Innocean Worldwide | Copy Writer |
Hae Won Chung | Innocean Worldwide | Creative Director |
Jeong Seok Han | Innocean Worldwide | Chief Creative Director |
Boxes sealed with this tape went throughout the country. 38,720 people signed to prevent poaching and the number of visitors to homepage increased by 8.2 times. Our campaign spread spontaneously via twitter, facebook and instagram and was also introduced through daily newspaper and TV news program. In addition, over 2800 people requested to purchase a tape and donated. Through a campaign that barely cost a thousand dollars, we achieved all these results.
We designed wild animal prints on a box tape. We intentionally designed a tape so that when people cut the tape with a knife, the ivories of elephants and fins of sharks would get cut off. We wanted to raise awareness about animal poaching every time a person cut that tape. By also inserting a QR code on the tape, we led people’s interests into actions to help save wild animals. To make people use this tape, we sent it to post offices, courier services, convenience stores and a variety of places for free.
Korea Wildlife Management Association planned on executing a campaign that prevents wildlife from animal poaching. However, concerns lied on the fact that utilizing mass media, such as TV Ad and Print Ad, is too expensive. So, we made a special box tape for wildlife. It’s a new media that is very much like mass media in the fact that our target can meet this media easily within their daily lives. Because, courier services are so widely used in Korea that each person receives an average of 2.5 courier boxes a week.