Write a short summary of what happens in the ambient or digital execution or campaign.

- Hankook Tire designs a promotional item named “Silent Tape”, which allows travelers to indirectly experience the noise-reducing effect of Ultra-Low Noise (ULN) tires - Silent Tape is distributed amongst travelers during ‘Spring travel season’, as designated by Korea Tourism Organization. - Consumers experience a noise reduction in using suitcases similar to what they would experience with ULN tire, through Silent Tape (up to 50% noise reduction)

Cultural/Context information for the jury

Noise-reduced tires have never been a priority in Korea, as there were no regulations relating to the matter until 2018. But, the Korean government plans to make low noise tire mandatory for cars made after 2019, and for all cars by 2028. We carried out the Silent Tape campaign in line with the Government's policy.