MILK BOTTLE WASHING MACHINE

TitleMILK BOTTLE WASHING MACHINE
BrandBINGGRAE
Product / ServiceBANANA FLAVORED MILK
CategoryD03. Technology
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 for 20 years, the brand made various fun and good-will commercials and branded contents. But 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. Korean consumers, after having experienced a severe garbage problem in 2018, became more aware of recycling and reducing their disposable plastic usage. The issue was that whilst Korea is rated second in the world for their diligence in recycling, 79% of the recyclables collected are in fact not recyclable. The primary reason being the food residue left on the containers, unwashed. We set out to resolve this simple, yet important issue of washing recyclables by increasing awareness and involvement on the matter.

Please outline the innovative elements of the work

The target audience of the campaign was the MZ generation. In order to spread awareness on the issue of washing before recycling, we designed a brand item. It was the "Milk Bottle Washing Machine", designed to wash the empty bottles of Banana-Flavored Milk. After having created the Washing Machine, we then focused on creating a multi-faceted campaign that revolves around our creation. The “Coin Laundry” pop-up store, for one, was a space that allowed consumers to experience using the machine and enjoy the laundromat-like experience. “Hand Wash Challenge” was another that encouraged participation at home, with a social network twist. Our campaigns were bound together by the theme of “laundry”, which we believed conveyed a fun overtone on an otherwise serious matter.

Links

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