THE HIGHLIGHTER

TitleTHE HIGHLIGHTER
ClientMONAMI KOREA
Product/ServicePRODUCT
CategoryB01. Posters
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Brief Explanation

To make a sales boost and positive image toward the product/brand from its current old image. Therefore we have chosen the club as the main place to create intimacy with the targets, after choosing the place we have created posters using characters and highlighters. In the posters, we have used fluorescence paint in each characters's main feature to leverage the importance/role of the highlighters. The characters were not recognizable when the lights were on, but as soon as someone turned on the switch, their identities were revealed with glowing paint.

The Brief

The sales of highlighter has been declining since last few years due to appearance of digital devices. Students and core targets did not need the highlighters while they are studying since all the digital devices could replace the work. There for our challenge was to raise the importance of the highlighter to the core targets by using creative/impact visuals along with familiar characters.

How the final design was conceived

We have used fluorescence paint in each characters's main feature to leverage the importance/role of the highlighters. The characters were not recognizable when the lights were on, but as soon as someone turned on the switch, their identities were revealed with glowing paint.

Indication of how successful the outcome was in the market

Targets saw the posters and it became viral through their SNS, posters became the highlight of the night at the club on the day of the event. Along with the online viral, targets awareness toward the product has shifted from 'old, unneeded stationary' to 'fun and must have item'.

Credits

Name Company Position
Jung A Kim INNOCEAN Worldwide Executive Creative Director
Jung Hyun Park INNOCEAN Worldwide Creative Director
Jin hee Park INNOCEAN Worldwide Account Director
Jong Hyun Kim INNOCEAN Worldwide Art Director
Que Yeun Kim INNOCEAN Worldwide Art Director
Lee Ra Hong INNOCEAN Worldwide Copy Writer
Min Hae Kim INNOCEAN Worldwide Copy Writer
You Lee Choe INNOCEAN Worldwide Account executive
Ha Yong Jung INNOCEAN Worldwide Art Director
You Ra Lee INNOCEAN Worldwide Media buyer
Din Gun Ko INNOCEAN Worldwide Art Director