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  • SUB CATEGORY :
    PRODUCT DESIGN: CONSUMER PRODUCTS
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    7 DAYS BRAILLE SOCKS
  • BRAND :
    I HATE MONDAY
  • ADVERTISER :
    I HATE MONDAY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEREMY CRAIGEN
  • EXECUTIVE CREATIVE DIRECTOR :
    KI YOUNG KIM
  • CREATIVE DIRECTOR :
    JUNG HWA SON
  • COPYWRITER :
    SE WON KIM
  • ART DIRECTOR :
    YE SUL LIM
  • ACCOUNT DIRECTOR :
    SUNG HEE CHO
  • ACCOUNT EXECUTIVE :
    SUNG HYE MIN/JI HOON KIM
  • FILM PRODUCTION COMPANY :
    S.E CREATION, SEOUL
  • DIRECTOR :
    JI HWAN BAE
  • ASSISTANT DIRECTOR :
    JONG SUNG KIM
  • POST-PRODUCTION COMPANY :
    VIXEN STUDIOS, SEOUL
  • EDITOR :
    HEE YOUNG CHUN
  • SOUND PRODUCTION COMPANY :
    DR.HOOK, SEOUL
  • SOUND DESIGNER :
    SEUNG BUM KANG
  • VOICE ACTOR :
    SEO YOUNG KIM
  • BACKGROUND OVERVIEW :
    DO YOU KNOW BLIND PEOPLE WOULD LIKE TO BUY A BUNCH OF MONOTONOUS SOCKS BECAUSE THEY WERE AFRAID OF GOING OUT IN ODD PAIRS? ESPECIALLY IN KOREAN CULTURE, PEOPLE TAKE THEIR SHOES OFF TO GO INSIDE. THEREFORE, KOREAN OFTEN TALKS ABOUT HOW TO STYLE THEIR CLOTHES WITH SOCKS. THE BLIND COULDN’T BE EXCEPTIONAL BASED ON THIS CULTURAL BACKGROUND. SHOWING THEIR SOCKS IS AN IMPORTANT ISSUE AMONG 250,000 BLIND IN KOREA AS WELL. SO, WE JUST ADDED TINY LITTLE DOTS ON THE BOTTOM OF SOCKS DIRECTLY NOT USING ANY UNNECESSARY STEPS OF GETTING INFORMATION ABOUT COLORS AND PAIRS. IT LOOKS LIKE VERY SIMPLE. HOWEVER, SOCIAL ISSUES AND CONCERNS THAT THIS PROJECT BRINGS ARE NOT SIMPLE. THE RIGHT TO CHOOSE BY THEMSELVES AND RIGHT TO HAVE FUN WITH THEIR STYLING HAS BEGUN TO BECOME NATURAL. THIS MEANS THAT THE SOCIAL AWARENESS OF THE COUNTRY, WHICH HAD SO FAR TAKEN ONLY THE BASIC RIGHT TO LIVE FOR THE DISABLED, HAS TAKEN A STEP FURTHER BY NOT A TYPICAL OR DEPRESSING WAY, BUT A VERY PLEASANT WAY. IT’S BECAUSE LOVING FASHION IS NO EXCEPTIONAL EVEN FOR THE BLIND.