Three interesting points of the campaign! “Small but Big” When we think about plastic wastes, we usually think of items such as plastic bottles, plastic straws, plastic bags, etc. However, contact lenses are causing serious ocean pollution, even though they are smaller than other plastic waste. Moreover, in our daily lives, people were habitually throwing their contact lenses down the drain while using the bathroom. Therefore, we focused on recognizing people that this trivial habit can also pollute the ocean. “Nudge Idea” We didn’t just say “don’t use contact lenses!” or “you must throw away used lenses into the trash can!” Instead, we tried to induce people to throw used lenses into the trash can naturally. Therefore, we utilized the lens box (used for containing contact lenses) which people usually throw into the trash can. “Lottery X contact lens brand” To promote people’s participation in the campaign, we used the lottery’s procedure to award people prize money which will be used for environmental contribution under their names. Because people helped to protect nature, after participating campaign they can feel proud of themselves. Ambient advertisement created by Hongik University, South Korea for Acuvue, within the categories: Beauty, Health, Public Interest, NGO.

In order to make people (located far away from E-Mart store) do shop at E-Mart, despite the geographical barrier, we created a "flying" store that flies to customers. The E-Mart truck-shaped balloon, equipped with a Wi-Fi router, can fly to every corner of city. Customers can then connect to the Wi-Fi signal and download coupons. That will enable them to immediately buy products using the E-Mart application. The flying store was so popular that even people who didn't shop online visited offline stores. Ambient advertisement created by Cheil, South Korea for E-Mart, within the category: Retail Services.

This is KLM's official YouTube channel where we share an insight into our world. Fly with our pilots in the Cockpit Tales, experience KLM in 360 degrees, visit our beautiful KLM destinations, enjoy the adventures of KLM's mascot Bluey and join our intern Julie van Hout on her mission to learn everything there is to know about KLM. Digital advertisement created by Nextround, South Korea for KLM, within the category: Transport.

Film advertisement created by HS AD, South Korea for Korea Tourism Organization, within the category: Hospitality, Tourism.

Glorious mountain views, fresh air and idyllic timber-framed houses. Life in Birdsville could be perfect but the small community faces a serious problem. Is this just a matter in Birdsville? Film advertisement created by INNOCEAN Worldwide, South Korea for Hyundai XCIENT Fuel Cell, within the category: Automotive.

Film advertisement created by Innocean, South Korea for Ministry of Environment South Korea, within the category: Public Interest, NGO.

Many people do not tend to wear seat belts in the long distance bus. Then, how can we solve this problem? Samsung Life came up with an idea. People usually spent their time with smartphone and because of that their battery went out quickly. So, we made ‘Charge your life.’ This charging system is consisted of the seat belt and wireless charging dock. Charging is available only when you wear the belt, because the dock is connected to the belt. Digital advertisement created by Dankook University, South Korea for Samsung, within the category: Electronics, Technology.

Film advertisement created by HS AD, South Korea for Jinair, within the category: Transport.

Film advertisement created by INNORED, South Korea for IOPE, within the category: Health.

Communication Application Interface Design: Yangkeun Kim Direct advertisement created by Cheil, South Korea for Emart, within the category: Retail Services.

This is the first advertising to depict the future vision of Hyundai Motor Group. Beyond the technology advancement, we included human-friendly value to differentiate from others that only emphasize technology. Film advertisement created by Chai Communication, South Korea for Hyundai, within the category: Automotive.

Digital advertisement created by INNORED, South Korea for SK Telecom, within the category: Electronics, Technology.

Film advertisement created by Innocean, South Korea for Ministry of Environment South Korea, within the category: Public Interest, NGO.

IOM Seoul celebrates the diverse lives of migrants in Korea in #Nice2MeetUKorea campaign To celebrate the annual International Migrants Day and also its 70th anniversary, IOM (International Organization for Migration) Seoul, a United Nations intergovernmental agency focused on migrant issues, has launched the #Nice2MeetUKorea campaign to send a message of hospitality while illuminating various migrants’ lives in Korea. Integrated advertisement created by IOM RoK, South Korea for IOM RoK (International Organization for Migration), within the category: Public Interest, NGO.

'Adsafety' helps prevent unhealthy contents through Google's artificial intelligence that identifies images including video. AI exposes public service ads which is contrasting to unhealthy images. Public service ads are posted not only on YouTube but also in the ad space exposed on the website. Users will recognize critical aspects of the content, whether they intended to view it or not. Digital advertisement created by Dankook University, South Korea for Coalition for Better Ads, within the category: Electronics, Technology.

Film advertisement created by Wieden + Kennedy, South Korea for Nike, within the categories: Fashion, Retail Services.

Film advertisement created by Serviceplan, South Korea for Pampers, within the category: House, Garden.

Digital advertisement created by Sungkyunkwan University, South Korea for Starbucks, within the category: Non-Alcoholic Drinks.

“I’m going on a diet from now on!!” Everyone is passionate when they go on a diet and yet, sooner or later, we often find ourselves ordering a pepperoni pizza late at night. We all know how the story ends. We thought this could be the real moment when people need Passion. Passion not only to be used to achieve their ultimate dream but something to help them to achieve the little goals in their everyday lives. To help people, we got the idea from a theory known as the ‘Profess Effect,’ which says that the more you let people know your goals, the more responsibility you feel, and the more likely you are to achieve those goals. Based on this theory, we created a campaign to help consumers to achieve their everyday goals with Passion. First, we collected consumers’ insights on a promotional mobile site, where visitors can list their everyday goals. Then we turned them into real ads or “Willboards” which it then displayed around Seoul. Also, we made a campaign video to promote this Willboards campaign. The video is about a girl who achieved her goals thanks to the Willboards. Integrated advertisement created by INNORED, South Korea for Maxim espresso T.O.P, within the category: Non-Alcoholic Drinks.

The North Face wanted to highlight the unique experience of the ‘lightness’ of Enjoy Air Down that sets it apart from other brands by casting a spotlight on the jacket’s features in a fun and unusual way. The campaign focused on ‘AIR’ among the numerous other elements that are associated with ‘lightness’ and presented ‘Downs that are lifted by air’ to convey this concept in a dramatic fashion. To do this, Innored created a unique hands-on experience for consumers to try “Enjoy Air Down” at The North Face in Seoul. Visitors to the specially-constructed store were led out into a large outdoor exploration zone with ten large openings in the floor that resembled the iconic arcade game Whac-A-Mole. When store patrons agreed to “Enjoy Air Down with Your Exploration”, an Air Down jacket suddenly popped up from one of the holes and hovered in mid-air. People were given 60 seconds to try to grab the jacket before it dropped back in the hole. If they missed, then another popped up, suspended in mid-air, from one of the ten holes. And so on and so on, with users frantically trying to grab the jacket before it disappeared back down the hole. The result is a fun-filled 60-seconds of people running, jumping, and rolling around trying to catch the down jacket as it floated in the air. With this unique consumer experience, The North Face was able to convey both ‘the joy of exploring’ and the ‘lightness’ of the product in a fun and very entertaining way. Ambient advertisement created by INNORED, South Korea for The North Face, within the categories: Fashion, Retail Services.