Title | REMEDIES FOR THE SOUL |
Brand | SEOUL FOUNDATION FOR ARTS AND CULTURE |
Product / Service | SEOUL FOUNDATION FOR ARTS AND CULTURE |
Category | G03. Logo Design |
Entrant | HS AD Seoul, SOUTH KOREA |
Idea Creation | HS AD Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jiyoung Kim | HSAd | Creative Director |
Bo Hwang | HSAd | Executive Creative Director |
Changho Seo | HSAd | Creative Director |
Jiwon Kim | HS Ad | Art Director |
Misun Kim | HS Ad | Copywriter |
Younsoo Nicole Park | HS Ad | Copywriter |
Peter Moyse | HS Ad | Copywriter |
Hyojin Kim | HS Ad | Idea designer |
Kyungjong Seo | HS Ad | Idea designer |
Youngjin Yoon | HS Ad | Idea designer |
In February 2015, ‘Remedies for the Soul’ vending machine were installed in 10 popular places such as the Seoul City Hall, college campuses and health care centers. Diseases were divided into 20 categories, such as ‘Epidemic smartphone addiction’, ‘Endstage Monday Attack’, ‘Dream Extinction’, etc. They were based on a data analysis of depression rates of Seoul citizens. The vending machine provided a remedy kit comprised of artworks and items to make the citizens smile, and this also led them to participate in self-depression tests and actual treatments.
Over one hundred thousand people participated throughout a year, and related internet posts were viewed over 35 million times. Being introduced in primetime TV shows and newspapers, the campaign was able to make a PR value of 1.75 million USD. without any adverting fees. Also, thirty thousand citizens, with mild depression symptoms, participated in self tests and realized their diseases. This made consultation rates with mental clinics increase by 50%.