BEER FOR DAD, BEER FOR PEACE 'SOWON BEER'

TitleBEER FOR DAD, BEER FOR PEACE 'SOWON BEER'
BrandTHE HAND AND MALTS
Product / ServiceSOWON PALE ALE
CategoryA01. Food / Drink
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
PR HS AD Seoul, SOUTH KOREA
Production HS AD Seoul, SOUTH KOREA

Credits

Name Company Position
Hyun Jong Lee HS Ad Chief Creative Officer
Kyung Jong Seo HS Ad Creative Director
Sung Jae Kwon DOBEDO Director

Background

There was no brief from the client. The agency presented the idea of the product itself. We wanted to congratulate the positive relationship between North and South Korea, which made us suggest wishes further peace in Korea. SOWON beer is all about productizing. (Product + Advertising)

Describe the creative idea (30% of vote)

1950, Koreans started a war, pointing guns and swords at each other. And the fight continues until today, after 70 years with a Korean Armistice Agreement. Which means the war isn’t over yet. This is why we suggested creating a beer that shows the harmony of North and South Korea, by using water from not only South Korea but also from the highest mountain of Korea, which is located in the North, Mountain Baekdu. 'SOWON'means 'A wish' in Korea. The name itself holds a prayer that there will be peace in Korea from now on, and separated families and friends will get to meet someday. The concept that water from Mountain Baekdo of the North and water from the South met to create a 'peace beer' grabbed the attention of the mass media.

Describe the strategy (20% of vote)

- Consumers who are interested in the unique concept of handmade beer - Instagram and newspaper - Beer companies usually communicate with industry-related reporters. But, we invited a political reporter to a beer pairing event with North Korean food and the sowon beer.

Describe the execution (20% of vote)

We made beer made with water from Mt. Baekdu and held events for reporters such as pairing beer with North Korean food with displaced people. We ran two articles on the central media that became hubs. The article spread to 165 Internet newspapers.

List the results (30% of vote)

- 167 articles written without any media cost - $2.6 Billion in earned media - Social webpage visitor increased by 221 % during the campaign - 1st place in Korea Wine & Spirits Award

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