Cultural / Context information for the jury

Recently, in Korea, the security guard’s committing suicide who suffered from poor working conditions has become a social problem. 70% of Koreans are living in apartments. All apartments have a residing security guard working 24/7 and most of them are in charge of all sorts of chores in poor spaces with low wages and no air conditioning and heating facilities. In short, they are like a modern version of servants. KCC, Korea's No. 1 apartment construction company, tried to solve this problem. Instead of building a new apartment for residents, they planned to build a new space for security guards; remodeling a security office project. This project improved the treatment of security guards and also helped to boost brand royalties and preference for KCC by allowing consumers to experience the remodeled security office in person.

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KCC, Korea's leading apartment construction company, conducted a campaign to remodel the security office in the apartment. By allowing targeted people to experience real-life changes not limited to a just video campaign, it was possible to effectively enhance KCC construction's brand activism to consumers.