| Title | BECOMING PAPARAZZI |
| Brand | SAMSONITE |
| Product / Service | SAMSONITE RED |
| Category | B09. Celebrity Endorsement |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| PR 2 | SAMSONITE Seoul, SOUTH KOREA |
| Production | PLANIT PRODUCTION Seoul, SOUTH KOREA |
| Production 2 | VIXEN STUDIO Seoul, SOUTH KOREA |
| Production 3 | DR. HOOK Seoul, SOUTH KOREA |
| Contributing | MR. ROMANCE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| JEREMY CRAIGEN | INNOCEAN Worldwide | Chief Creative Officer |
| JUNG A KIM | INNOCEAN Worldwide | Executive Creative Director |
| YOON KWAN CHOI | INNOCEAN Worldwide | Executive Director |
| HYUN KYU LIM | INNOCEAN Worldwide | Account Supervisor |
| SEO HYUN JIN | INNOCEAN Worldwide | Account Executive |
| JONG HYUN NAM | INNOCEAN Worldwide | Account Executive |
| JAE YEOUN KIM | INNOCEAN Worldwide | Account Executive |
| SO JI PARK | INNOCEAN Worldwide | Digital Account Executive |
| DONG KYUM KIM | INNOCEAN Worldwide | Digital Account Executive |
| JI HYE BAE | INNOCEAN Worldwide | Digital Account Executive |
| SUNG KYU LEE | INNOCEAN Worldwide | Creative Director |
| YOON JU LEE | INNOCEAN Worldwide | Copywriter |
| TAE HWAN LEE | INNOCEAN Worldwide | Art Director |
| MI JI LEE | INNOCEAN Worldwide | Copywriter |
| JONG KYU MYOUNG | INNOCEAN Worldwide | Art Director |
| JUNG GON KANG | INNOCEAN Worldwide | Art Director |
| CHAN HO PARK | INNOCEAN Worldwide | Art Director |
| JOO YOUNG BAE | INNOCEAN Worldwide | Digital Account Executive |
| MIN PYO CHOI | Planit | Producer |
| YOUNG MOON YOON | Dr.Hook | Sound Supervisor |
| BONG KWON JANG | Dr.Hook | Sound Engineer |
| HAN SANG CHO | Vixen | Post Production |
| SUN YOUNG KIM | Vixen | Post Production |
| JU HEE YOO | Vixen | Post Production |
| YEON HEE KIM | Vixen | Post Production |
| YOO ONE JUNG | INNOCEAN Worldwide | Copywriter |
| KYU SEOB KIM | Mr.Romance Innovation Lab | Executive Producer |
| JIANA, IM | TIM,Creative Inc. | Promotion Executive |
| YOU LIM, LEE | TIM,Creative Inc. | Promotion Executive |
| WON SIK JEONG | Mr. Romance | Director |
Let consumers be willing to take photos of the new product and share them online. We develop a sensational event with K-movie star Kim Woo Bin. When he appears with four fake Kim Woo Bin in public place, audiences become paparazzi.
2016.02.26 PM 6 COEX Mall 1. Five Kim Woo Bin appeared here and there in COEX. 2. People took photos of five Kim Woo Bin wearing Samsonite RED. 3. Four fake Kim Woo Bin made people take more photos. 4. Photos uploaded on Instagram with hashtag in real time.
· Product sold out and Sales increase more than 20% · Participants1,257 photos uploaded in Instagram in 40 minuites 782 · Media and consumer respond “A new venture of advertising” “A campaign like noir film” “Fun event being paparazzi” · 360° IMC including TVC, Story telling films , etc.
We created the real situation where the audience become paparazzi and chase after K-movie star Kim Woo Bin.
Stars’ daily lives and their fashion items in paparazzi photos often make the headline. Nowadays, ordinary people also can be paparazzi by taking photos of stars in public place and post them on Instagram instantly. So we created the situation where the audience become paparazzi and chase after K-movie star Kim Woo Bin and be exposed he’s stylish back wearing backpack in a natural and impactful way.