Cultural/Context information for the jury

Despite being the representative roadside tree of Korea and also an endangered species, the ginkgo trees were hated by people due to the smell of the ginkgo nuts, and were at risk of being cut down. The essentials of this project was to save them, and move to a place where they seek peace. This is how we came to plan the CSR campaign. Consequently, the two ‘eunhaengs’, which are sadly misunderstood by the general public, came to help each other out alongside the slogan ‘A bank saves one another’, titled <SBI savings bank, Eunhaeng saving project>, drawing a lot of public attention. This project was all the more meaningful as it stimulated the association effect, that is ‘SBI savings bank = Ginkgo’, which serves as reminder to people to ponder on the true meaning of saving itself.