|Title||HOPE ON DISPLAY|
|Product / Service||FUNDRAISING EVENT|
|Category||C01. Brand Environments|
|Entrant||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Entrant Company||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Advertising Agency||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Jung A Kim||Innocean Worldwide||Executive Creative Director|
|Sungchul Kwon||Innocean Worldwide||Art Director|
|New Summer||Innocean Worldwide||Copywriter|
|Youngho Hwang||Innocean Worldwide||Art Director|
|Junkyu Lee||Innocean Worldwide||Copywriter|
|Baesung Kim||Innocean Worldwide||Producer|
|Hoon Lim||Innocean Worldwide||Art Director|
|Gyuyeon Kim||Innocean Worldwide||Art Director|
|Sukkyung Kang||Innocean Worldwide||Copywriter|
|Yujin Lee||Innocean Worldwide||Copywriter|
|Sanghyun Kim||Innocean Worldwide||Account Executive|
|Seunggye Kim||Innocean Worldwide||Account Executive|
|Hyunjin Jang||Innocean Worldwide||Account Executive|
|Sungwon Jung||Planit Production||Executive Producer|
|Jieun Park||Planit Production||Producer|
|Eungjeong Jeon||Ultra D||Art Director|
|Hyunwoo Choi||M2E Entertainment||Dop|
|Hanjeong Seok||Innocean Worldwide||Chief Creative Officer|
|Seonglae Hong||Stone Sound Works||Sound Supervisor|
A goal was to have fundraising event that is highly related to brand mission and something that is easy to participate. So we decided to have an fundraising event for children in the Philippines who are suffering from lack of clean clothes. This event should remind the Giordano’s brand identity so we found their store windows as a platform to communicate with audiences. We created store window that shows the situation of the Philippines instead of brand new clothes, in the middle of trend leading fashion district Gangnam.
Casual fashion brand Giordano suggested holding a new kind of fundraising event that only Giordano could do. This event should be a trigger to reform Giordano’s brand image and not any kinds of fundraising event but that is highly related to their brand mission. They had little budget so we should have come up with a low-cost event.
We brought ragged and filthy clothes that one of the children in the Philippines was wearing, and displayed on the window of casual clothes brand, Giordano which was located in the middle of luxurious fashion district, Gangnam. A message that encourages donation and explains the situation in the Philippines was left next to the clothes. We created one and only store window and sold hope for a day. Smart Card Reader was attatched on the window surface so people could donate money simply by tapping their wallets.
It happened for just 1 day, about 23,309 people visited Hope on Display, and more than 500 accounts were made through Smart Card Reader. Also, a lot of people got to know about Hope on Display through dozens of articles in newspapers and magazines.