Connecting the Dot
I was the Art Director for Benetton’s child malnutrition campaign, leading the design of a symbolic belt to raise awareness and encourage personalized support for affected children.
Awards
2015 New York Festivals - Finalist
2015 Clio Awards - Silver
2015 Creativity international awards - Best in Show
2016 Golden Award of Montreux - Finalist
2016 ADSTAR - Crystal x 2
Role
Art Director - Art Direction, Graphic Design, Product Design
Team
Jaehoon Kim - Art Director
U-Hwan Jo - Art Director
Haily Kim - Copy Writer
Jiyo Hong - Copy Writer
Yoonjeong Chae - Copy Writer
Yerim Heo - Motion Graphic
Jinhyung Ryu - Video Director
Challenge
ChatGPTMany people improperly dispose of unused medicines, contaminating soil and water, which harms wildlife and disrupts ecosystems. This pollution enters the food chain, posing health risks to humans. The challenge was to raise awareness and encourage returning unused medicines to pharmacies for proper disposal.
Solution
To address this, Greenpeace launched the "SEND MEDICINE" campaign, focusing on a creative, practical, and educational approach. The campaign leverages the common envelope, which is a familiar and readily available medium in Korea where prescriptions are often delivered. Here’s how the campaign was designed
