RAIN TREE - CHANGEABLE POSTER

TitleRAIN TREE - CHANGEABLE POSTER
BrandNEPA
Product / ServiceNEPA
CategoryB05. Use of Print / Outdoor
EntrantCHEIL 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

Credits

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

Why is this work relevant for Direct?

The Rain Tree poster used water-reactive ink that displayed a different image when wet. It was placed all around the main streets of Seoul during the rainiest time of the year. Pedestrians could see the image change with rain, and change back when it dried, making our message more memorable.

Background

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

In an effort to reduce the consumption of plastic umbrella bags, NEPA created reusable ones from leftover waterproof fabric and a tree-shaped hanger for drying them after use. This Rain Tree was placed at building entrances, where plastic umbrella bag dispensers usually are. But since it was installed in limited locations, we created two posters that could get more people to take part in the campaign.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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%.

Links

Social Media URL