Why is this work relevant for Brand Experience & Activation?

We focused on people washing their hands and unconsciously using several sheets of paper towel. Therefore, in the process of wiping after washing hands, interesting elements were used to make people do something consciously. As part of Lotte Chilsung's steady environmental protection campaign, the project was planned.

Background

Daily handwashing is one of the best ways for us to protect ourselves form Covid-19. However, the handwashing has been destroying not only germs, but also something else. Last year, we lost 30 years old pine trees to make paper towels. A few seconds of drying hands creates an environmental problem that will take more than a month to solve. To inform many people of the problems and reduce the use of paper towels, Lotte Chilsung Beverage and Daehong Communication designed campaign together.

Describe the creative idea (20% of vote)

We designed <Green- Together Poster> made of special films. When water touches, you can see a picture of a green tree under the white film, and when it dries over time, the green leaves disappear and the tree turns into a skinny branch.

Describe the strategy (20% of vote)

After handwashing, we use several paper towels unconsciously to wipe off the water. If we shake off the water on our hands several times before using a paper towel, wouldn’t a single sheet be enough? So we attached the poster next to the paper towel dispenser so that people could wash their hands and shake off toward the poster naturally and interestingly.

Describe the execution (30% of vote)

We have sent posts to various companies and organizations, including Lotte affiliates and the Citizens' Solidarity for Toilet Culture, so that they can attach posts to public toilets. In the future, companies and organizations first requested that additional posters be sent and posted posters in toilets nationwide in Korea. As a result, the campaign, which began in summer, lasted until winter.

List the results (30% of vote)

Through the Citizen’s Coalition For Restroom, Green-Together Poster has been distributed to public toilets across the country, restrooms of 50 subsidiaries of Lotte Group, and Seoul Botanic Park to protect our forest and the Earth. Also, this campaign raised awareness of excessive use of paper towels to wider public through News, TV, and Social media.

Please tell us how the brand purpose inspired the work

Lotte Chilsung has been steadily conducting Green Campaign since the past. In 2020, <Re:Green Campaign>, which completed the 6.2km Green Road, which purifies air with green plants and Bio Wall, was held at 18 bus stops in the stuffy city center. This allowed people to breathe clearer and cleaner air. Through this campaign of the brand, I was inspired to propose a more specific way to revive the environment.