MILK BOTTLE WASHING MACHINE

TitleMILK BOTTLE WASHING MACHINE
BrandBINGGRAE
Product / ServiceBANANA FLAVORED MILK
CategoryB01. Brand & Communications Design
EntrantBINGGRAE Seoul, SOUTH KOREA
Idea Creation OVERMAN Seoul, SOUTH KOREA
Media Placement OVERMAN Seoul, SOUTH KOREA
Production KKUUKKUUK Seoul, SOUTH KOREA

Credits

Name Company Position
Nara Shin OVERMAN Account Executive
Sungmin Lee OVERMAN Account Executive
Sujin Choi OVERMAN Account Executive
Minjae Kim OVERMAN Account Executive
Donghyun Park OVERMAN Account Executive
Miso Choi OVERMAN Account Executive
Seungeun Jang OVERMAN Creative Director
Rosa Choi OVERMAN Art Director
Suil Hwang OVERMAN Art Director
Boram Cheon OVERMAN Art Director
Chunggeun Koh OVERMAN Copywriter
Gwangho Kim OVERMAN Art Director
Soyun Kim OVERMAN Art Director
Soyoung Park OVERMAN Producer
Jaemin Hyun OVERMAN Producer
Simon Jang OVERMAN Editor

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.

Links
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