BRAILLE SOCKS

Short List
TitleBRAILLE SOCKS
BrandI HATE MONDAY
Product / Service7 DAYS BRAILLE SOCKS
CategoryF01. Consumer Products
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production S.I CREATION SEOUL, SOUTH KOREA
Production 2 GRIMM BROTHERS Seoul, SOUTH KOREA
Production 3 VIXEN STUDIO Seoul, SOUTH KOREA
Production 4 DR. HOOK Seoul, SOUTH KOREA
Additional Company I HATE MONDAY SEOUL, SOUTH KOREA

Credits

Name Company Position
JEREMY CRAIGEN INNOCEAN WORLDWIDE GLOBAL CCO
KI YONG KIM INNOCEAN WORLDWIDE EXECUTIVE CREATIVE DIRECTOR
JUNG HWA SON INNOCEAN WORLDWIDE COPYWRITER
YE SUL LIM INNOCEAN WORLDWIDE ART DIRECTOR
SE WON KIM INNOCEAN WORLDWIDE COPYWRITER
SEONG HUI CHO INNOCEAN WORLDWIDE SR. ACCOUNT DIRECTOR
SUNG HYE MIN INNOCEAN WORLDWIDE ACCOUNT EXECUTIVE
JI HOON KIM INNOCEAN WORLDWIDE ACCOUNT EXECUTIVE
JI HWAN BAE S.I CREATION DIRECTOR
JONG SEONG KIM S.I CREATION DIRECTOR
IN MI UHM GRIMM BROTHERS PD
SEUNG BUM KANG DR.HOOK SOUND ENGINEER
HEE YOUNG CHUN VIXEN EDITOR
SEO YOUNG KIM FREELANCER VOICE ACTOR

The Campaign

We made 7 days braille socks that can wear every day with different colors. Naming of color character and color name was embodied on the bottom of each sock. The design of the product becomes the key information of the product itself. Our existing brand philosophy was to make people's fashion more colorful with our socks. But it was not enough to stay here. We wanted our socks to be a universal pleasure that could easily be enjoyed in everyone's daily life, rather than being limited to the possessions of people in fashion field and fashionable people. This is why we created a universal design braille socks that can be enjoyed by people of all ages. We expanded the brand value more meaningfully with the simple and beautiful way through 7 days braille socks.

Creative Execution

Look at this beautiful and fun design! Braille, which means both color’s character and color’s name, is inspired by the dots of non-slip hand gloves. It is a semi-permanent element that does not have to be scattered or disappear after washing. In addition, the unisex material of corrugated material shows the philosophy of universal design, which is design for all from the item, which is not limited to certain gender or certain generation. Since the product's information has become the product itself, it is no longer necessary for the blind to borrow a helper's voice to help them or to find a label with explanations. We displayed braille socks on the main flagship store in Hongdae, which is a hot spot in 20’s and 30’s in order to let non-disabled touch and purchase it at the store.

Indication of how successful the outcome was in the market

- A newborn of socks with a simple but aesthetic design to become the medium of itself. - Sales volume up to 270%. (Sales volume continues to be counted) and third reorder - Increased search rate by 6000% in a week after launching - 10% of profits from offline stores and online shops are donated to Seoul Blind School. - Made headlines on numerous media - Emotional bonding between brand and consumers with fun-ation - Social awareness of a need for the right to enjoy, which makes their lives richer beyond the right to live.

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