| Title | HOPE ON DISPLAY |
| Brand | GIORDANO |
| Product / Service | FUNDRAISING EVENT |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production Company | PLANIT Seoul, SOUTH KOREA |
| 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 |
| Jeongseok Han | Innocean Worldwide | Chief Creative Officer |
| 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 |
| Seonglae Hong | Stone Sound Works | Sound Supervisor |
It happened for just 1 day, thoguh, about 23,309 people visited our Hope on Display, and more than 3528 accounts were made through Smart Card Reader. Also, a lot of people got to know about our Hope on Display through dozens of articles in newspapers and magazines.
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. With non-profit organization Good Neighbors, we placed information about the situation in the Philippines and left messages that encourages donation. In this way, we used a store window as a new kind of media platform. Also, Smart Card Reader on the window surface facilitated passengers to stop and donate simply by tapping their credit card to the reader.
Why is it so hard to donate? Can it be a little easier? Giordano, the casual fashion brand wanted to help people by reminding their brand identity and thought of help people who are suffering from lack of clean clothes. We remembered the situation in the Philippines where were devastated by typhoon last summer. This idea led us to have a fundraising event for children in the Philippines and came up with the idea that we could show their situation through the store window. Not through any store window but through Giordano’s store window located in the trend leading fashion district, Gangnam.