Why is this work relevant for Creative Strategy?

we decided to make an English workbook. 9 out of 10 of Koreans keep studying English even after they get a job. We wanted to lead people to study environment like the way they study English.

Background

The greatest enemy of environmental protection is ‘indifference’. A lot of voices about environmental protection only reached out to the people who already had concern about the issue and that was it. We thought that the rest of the people who do not really care about environment should know why and how we have to focus on environmental issue by themselves.

The Interpretation of the Challenge (30% of vote)

There are many items used for saving the environment such as cotton bag, tumbler and handkerchief. But only who are into environmental issue use them. So we decided to make an English workbook. 9 out of 10 of Koreans keep studying English even after they get a job. We wanted to lead people to study environment like the way they study English.

The Insight / Breakthrough Thinking (30% of vote)

we changed the original contents of the texts in the workbook to the ones that cover environmental issues without anyone would notice it. When you study English, you also can learn the importance of environment without your knowledge.

The Creative Idea (20% of vote)

we changed the original contents of the texts in the workbook to the ones that cover environmental issues without anyone would notice it. When you study English, you also can learn the importance of environment without your knowledge. We worked on this special workbook with experts and opened on-line and off-line class. Our workbooks were distributed throughout bookstores and study cafe hiding its original purpose. And we waited until anyone who study with the workbook notices our tactic.

The Outcome / Results (20% of vote)

Our workbooks were distributed throughout around 400 places: bookstores, study cafes and middle schools in South Korea. It was used as a textbook for the English class in middle schools. As a result, around 8,000 students could learn about environment with Camouflage English Workbook.

Please tell us how the brand purpose inspired the work

Until now, Camouflage English Workbook is secretly changing the world. The world-changing energy is already in us.