Title | RAIN TREE - CHANGEABLE POSTER |
Brand | NEPA |
Product / Service | NEPA |
Category | B04. Posters |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production | TWO PRODUCTION Seoul, SOUTH KOREA |
Production 2 | STUDIOGIRAFFE Seoul, SOUTH KOREA |
Production 3 | STUDIO WOLOS Seoul, SOUTH KOREA |
Production 4 | CREATIVE BOM Seoul, SOUTH KOREA |
Production 5 | PALOMINO POST Seoul, SOUTH KOREA |
Additional Company | FORESTY Suwon, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jaesan Kim | Cheil Worldwide | Brand Experience Master(Business) |
Wonwha Chung | Cheil Worldwide | Business Division |
Jonghee Yoo | Cheil Worldwide | Brand Experience Creative Division |
Kangwook Lee | Cheil Worldwide | Creative Director |
Seunghwan Seo | Cheil Worldwide | Art Director |
Sohyun Lee | Cheil Worldwide | Copywriter |
Seontaeck Kim | Cheil Worldwide | Art Director |
Minsu Kim | Cheil Worldwide | Copywriter |
Hoonki Lee | Cheil Worldwide | Account Director |
Kyunghoon Woo | Cheil Worldwide | Account Executive |
Sujin Yeom | Cheil Worldwide | Account Executive |
Miru Chang | Cheil Worldwide | Account Executive |
Wonwoo Chung | freelancer | Copywriter |
Kukjin Yoon | Two Production | Executive Producer |
Dowon Seo | Two Production | Producer |
Hyunmin Kim | Wolos | Product Designer |
Seongjin Yi | YIGIL | Product Designer |
Shinwoo Lee | Palomino | Composer & Editor |
Hyeongju Kim | Palomino | Composer(film) |
Woongbee Heo | foresty | Illustrator |
Seungwon Kang | Studiogiraffe | Photographer |
Hana Kim | Two Production | Producer |
JeongSil Lee | Cheil Worldwide | Creative Team |
Jeongho Cho | Creative BOM | Designer |
Jihoon Kim | sampartners | Executive Producer |
Arom Cho | sampartners | Designer |
Haneul Byun | sampartners | Designer |
Manseob Lim | Creative BOM | Designer |
In South Korea, more than 200 million disposable plastic umbrella bags are used every year. The number peaks during the monsoon season when it rains all day, every day. So NEPA, Korea’s famous eco-friendly outdoor clothing brand, wanted to reduce the consumption of plastic umbrella bags and raise awareness about the impact on the environment.
We wanted to reach people who haven’t yet experienced the Rain Tree. So, as a part of the Rain Tree campaign, we created two types of water-reactive posters and placed them all around the city streets. It was first exposed to people who walk by on a daily basis, so that when the poster suddenly changed with rain, the unexpected transformation was all the more surprising.
To intuitively communicate the campaign slogan, “The special tree that grows only when it rains”, NEPA designed two outdoor posters that changed when wet: One poster changed from a regular plastic umbrella bag to our reusable leaf-printed bag and another poster had an image of a leafless tree which turned into the Rain Tree with leaf-printed bags hanging from it. In addition, the copy introduced what the Rain Tree was, encouraging people to experience it for themselves at designated locations.
The Rain Tree poster gained a lot of attention from the public. Some actually said that they don’t mind the rain as much because they enjoy seeing the poster change. This eventually helped the Rain Tree campaign expand from NEPA’s retail stores to museums, cafes, book stores and other public institutions. It had a positive influence on NEPA’s brand image as well, resulting in 1,080,860 accumulated video views, 230 PR news coverage and 1,226,297 buzz on social media. Search volume for NEPA grew by 30% even during the off season and sales of NEPA’s waterproof products also increased by 15%.