CAMOUFLAGE ENGLISH WORKBOOK

TitleCAMOUFLAGE ENGLISH WORKBOOK
BrandGS CALTEX
Product / ServiceCAMOUFLAGE ENGLISH WORKBOOK
CategoryC07. Corporate Purpose & Social Responsibility
EntrantGS CALTEX CORP. Seoul, SOUTH KOREA
Idea Creation IDEOT Seoul, SOUTH KOREA

Credits

Name Company Position
JEONG HEON AHN IDEOT Art Director
Gi Tae Bang ideot Producer
HYO BIN CHO IDEOT Art Director
WON JI KIM IDEOT Art Director
Il Jin Ko ideot Creative Director
SEUNG HOON LEE IDEOT Account Executive
Seung Jae Lee ideot Chief Creative Officer
SO JUNG LEE IDEOT Account Executive
YE SEUL LEE IDEOT Art Director

Translation. Provide a full English translation of any text.

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. IDEA Camouflage English Workbook Young generation like 10s to 30s who should lead eco-friendly lifestyle has a great interest in ‘English’. So we focused on that fact. Our workbook seems like a common free English study material but the more you study English with it, the more you learn the importance of environment and the practical way to protect it involuntarily. That is because its texts consist of eco-friendly contents. That is how Camouflage English Workbook works. PROCESS There are two versions in Camouflage English Workbook: reading/grammar, conversation/idiom and on/off-line English class too. RESULT 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

Camouflage English Workbook is secretly changing the world. The world-changing energy is already in us. I’m your energy, GS Caltex

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