Title | THINK DIFFICULT : AIR BASKET |
Brand | MINISTRY OF ENVIRONMENT, REPUBLIC OF KOREA |
Product / Service | PUBLIC SERVICE |
Category | A01. Direction |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production | PLANIT PRODUCTION Seoul, SOUTH KOREA |
Production 2 | ADDICT MEDIA FILMS Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jeremy Craigen | Innocean Worldwide | Global Chief Creative Officer |
Ki Young Kim | Innocean Worldwide | Executive Creative Director |
Hye Jin Won | Innocean Worldwide | Creative Director |
Tae Young Kang | Innocean Worldwide | Copywriter |
Jiyoung Sim | Innocean Worldwide | Copywriter |
Seungmin Lee | Innocean Worldwide | Copywriter |
Hyunchul Lim | Innocean Worldwide | Art Director |
Cheol Won Park | Innocean Worldwide | Art Director |
Min Jung Suh | Innocean Worldwide | Art Director |
Chavez Yum | Innocean Worldwide | Account Director |
Younghee Lee | Innocean Worldwide | Account Manager |
Suhyun Jo | Innocean Worldwide | Account Executive |
John S. Park | Freelancer | Director |
Sung-Bin | ADDICT MEDIA FILMS, SEOUL | Director |
Minsoo Kim | Freelancer | Cinematographer |
Hongsoo Kim | Freelancer | Gaffer |
Hojun Ro | PLANIT PRODUCTION, SEOUL | Executive Producer |
Inkyu Hwang | PLANIT PRODUCTION, SEOUL | Producer |
Euna Kim | PLANIT PRODUCTION, SEOUL | Producer |
Jihyun Nam | PLANIT PRODUCTION, SEOUL | Producer |
Jihyun Nam | PLANIT PRODUCTION, SEOUL | Producer |
Nuri Hong | PLANIT PRODUCTION, SEOUL | Producer |
Sungan You | ADDICT MEDIA FILMS, SEOUL | Assistant Director |
Jaeho Lee | EDIT-IN | Editor |
Byungwoo Nam | NAMSEC DI STUDIO | Colorist |
Kangki Jang | POST SOLID | Flame Artist |
Minkyu Park | ELIOT | Flame Artist |
Hochul Joo | AUDIO LAB, SEOUL | Sound Designer |
Hyunwoo Lim | AUDIO LAB, SEOUL | Sound Designer |
Jung Sub Yeam | Ministry of Environment, Republic of Korea | Director |
Engineers of an innovative R&D Group, [Fineapple Company], which makes innovative inventions, explain background and the way to use of each product they made; one of inventions, [Air Basket] can carry items with helium. In the film, there are funny happenings in using the inventions. Even though the engineers introduce their inventions as innovative products, they seem all stupid, useless and difficult to use. At the end of the film, there is a question make people choose easy ways, “Do you want to do those difficult things? Or choose easy ways?
The key of direction is that the film does not directly speaks humor. Audiences can catch humor by themselves in watching the film. In the film, the engineers introduce their inventions as innovative products even though all inventions seem stupid, useless and difficult to use. The main character of each film who uses the invention is satisfied with it. Only audiences can catch how useless and difficult to use these inventions are. And this approach conveys the campaign messages more effectively.