THINK DIFFICULT CAMPAIGN

TitleTHINK DIFFICULT CAMPAIGN
ClientMINISTRY OF ENVIRONMENT, REPUBLIC OF KOREA
Product / ServicePUBLIC SERVICE
CategoryF01. Integrated Campaign led by Promo & Activation
EntrantINNOCEAN 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

The Campaign

We make a fake R&D Group, [Fineapple Company] making innovative products to reduce carbon emission. And we introduced the inventions to people. [Hip Station] collects cow farts and changes them in to the energy, [Air Basket] can carry items with helium, [Carbon Kill Heels] attached a mug underneath the killer heels, [Curling Helmet] can help people have a perm without using any electrical products. [Sun Pot] can heat water with just the sun all day long. By introducing those useless inventions, we asked people the questions; “Do you want to do those difficult things? Or choose easy ways? And we also made people choose easier ways people already know.

Creative Execution

Start from November 2016, one invention per two weeks, we launched five different inventions total. When all of introduction films were released, we displayed the inventions for 4 weeks in the pop-up store. After people visited the pop-up store, their reactions for the campaign and hashtags were spread out though online.

Describe the success of the promotion with both client and consumer including some quantifiable results

The invention introduction films reached more than 320 thousand views within 4 months. More than 3,000 people per day visited the pop-up store displaying the inventions for 4 weeks. People chose the most ridiculous and their favorite invention. The hashtags supporting the campaign and prevention for global warming were posted through SNS. The number of view is increasing even now.

Explain why the method of promotion was most relevant to the product or service

To let people realize it is easy to reduce carbon emission in daily life, we found a fake company and developed five different inventions. We also released introduction films through online and opened up the pop-up store displaying the inventions. There were a promotion that people could choose their favorite invention. After choosing the invention, people could participate in online campaign with hashtag showing their easy way to reduce carbon emission.

We found a fake company that makes inventions reducing carbon emission to prevent global warming. Invention introduction films, which describes how difficult to use them, were released through online. And we made people to vote their favorite invention among them and take part in the campaign with hashtags. At the same time, we displayed inventions at the pop-up store and gave people the opportunity to experience the fake brand.

Credits

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
Links
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