Title | MILK BOTTLE WASHING MACHINE |
Brand | BINGGRAE |
Product / Service | BANANA FLAVORED MILK |
Category | D03. Technology |
Entrant | BINGGRAE Seoul, SOUTH KOREA |
Idea Creation | OVERMAN Seoul, SOUTH KOREA |
Media Placement | OVERMAN Seoul, SOUTH KOREA |
Production | KKUUKKUUK Seoul, SOUTH KOREA |
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 |
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.
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.
Website URL | Social Media URL