“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.

Ambient advertisement created by INNORED, South Korea for Chungjungone, within the category: Food.

3M’s Post-it is known to the public as a daily functional stationary item. And this is familiar enough to be commonly associated with office supplies such as Xerox and FedEx. However consumers consider Post-it as functional commodity not as brand, which results in tough competition with low priced me-too brands. Main purpose of this campaign was to make consumers consider the product not just as a functional item, but a symbol of connecting people’s heart. Ambient advertisement created by INNORED, South Korea for 3M, within the category: Office Equipment.

Converts the most boring school bus into the most exciting school bus with a car window technology. Experiential advertisement created by Innocean, South Korea for Hyundai Motor Group, within the category: Automotive.

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

Film advertisement created by Playground Production, South Korea for Hyundai, within the category: Automotive.

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.

For soccer lovers, UFFA is the biggest festival in a year. They eager to feel the atmosphere of the ground and passion. But, there are many limits. How can we enjoy the soccer more exciting and dynamic? Why not sharing memorable moments with my favorite players? Heineken, the greatest support of soccer and the fans, invites you to the new world. Every player on the ground wears a uniform, and we are going to put micro cameras on their chest. On the bottom side of the bottle cap, there is a ‘star code’. With this, you can enter the application. Choose the game you want and click uniform number of your favorite player. And you can participate in the game through the player’s eyes using micro camera. Digital advertisement created by Dankook University, South Korea for Heineken, within the category: Alcoholic Drinks.

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

'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.

Digital advertisement created by AdQUA interactive, South Korea for Samsung, within the category: Finance.

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.

Ambient advertisement created by INNORED, South Korea for The North Face, within the category: Fashion.

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

Digital advertisement created by INNORED, South Korea for Kleenex, within the category: House, Garden.

Content advertisement created by AdQUA interactive, South Korea for GS Caltex, within the categories: Industrial, Agriculture, Public Interest, NGO.

Outdoor advertisement created by Daehong, South Korea for Unicef, within the category: Public Interest, NGO.

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

The 2019 LG Gram has a huge display yet is compact and portable. A clever forced perspective trick illustrates this point. Film advertisement created by Gorilla Films, South Korea for LG, within the category: Electronics, Technology.

Film advertisement created by Cheil, South Korea for Samsung, within the category: Electronics, Technology.