Cultural / Context information for the jury

Banana-flavored Milk was No.1 flavored milk brand in S. Korea. It has over 40 years history and kept the yellow and green signature color identity. For 20 years, the brand made various fun and good-will commercials and branded contents. This brand was a very special brand that had over 98% brand awareness in all generations and didn't have any negative images in any generations. Therefore, this brand has focused on the young generation who could like other beverages, such as cokes, juices, energy drinks, etc. Moreover, this brand had little news because it released new products once a year. We planned the breakthrough to gain some huge interests from audiences by planning the eco-friendly theme and interactive craft.

Translation. Provide a full English translation of any text.

Binggrae (Company Name) Banana-flavored Mink (Brand Name) Milk Bottle Washing Machine (Brand Item Name) If you washed the empty bottle before putting it out, banana-flavored milk would be 100% recyclable! (Key Message)

Tell the jury about the art direction.

The art direction was simple. Eco-friendly methods, brand key colored and font identity. Bright and cheerful Tone & Manners. We used the yellow color in most visual materials with the original fonts. The TVC BGM was used in washing machine for the integrated experience. The all materials from TVC to Instagram feeds were a single T&M. Therefore, the audiences felt an original voice of the living brand.