SUB CATEGORY :

CORPORATE SOCIAL RESPONSIBILITY

COMPANY ENTERING :

DAEHONG COMMUNICATIONS, SEOUL

TITLE :

PAPERTOWEL SAVING CAMPAIGN: GREEN TOGETHER POSTER

BRAND :

LOTTE CHILSUNG

ADVERTISER :

SUNGMI SONG

AGENCY :

DAEHONG COMMUNICATIONS, SEOUL

CHIEF CREATIVE OFFICER :

SOOJIN KIM

ART DIRECTOR :

HOHUN HWANG/HAEIN PARK/SEOYUL SONG

COPYWRITER :

YUGYEONG KIM/DAROQ OH

DIRECTOR :

WANTAE KIM

ENGLISH CONTEXT EXPLANATION :

LAST YEAR, WE LOST 30 YEARS OLD PINE TREES TO MAKE PAPER TOWELS IN KOREA. A FEW SECONDS OF DRYING HANDS CREATES AN ENVIRONMENTAL PROBLEM THAT WILL TAKE MORE THAN A MONTH TO SOLVE. WE GAINED INSIGHT THAT THE TARGETS INADVERTENTLY USE SEVERAL PAPER TOWELS IN A VERY SHORT TIME AFTER WASHING THEIR HANDS, AND IN THE MEANTIME, WE ADDED AS SIMPLE AND FUN ELEMENTS AS POSSIBLE TO ATTRACT THE TARGETS' ATTENTION.