HOPE ON DISPLAY

Short List
TitleHOPE ON DISPLAY
BrandGIORDANO
Product / ServiceFUNDRAISING EVENT
CategoryC01. Brand Environments
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
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
Jiwook Ko Vixen Edit
Hanjeong Seok Innocean Worldwide Chief Creative Officer
Seonglae Hong Stone Sound Works Sound Supervisor

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.