SHINSEGAE Loves the Earth Campaign
Sustainability campaignSHINSEGAE Shinsegae Department Stores
Shinsegae Loves the Earth is a sustainability campaign launched in conjunction with World Environment Day. We approached the inherently serious topic of saving the Earth in a playful way by creating a child character to ask adults to participate. The earth's name "Pureum" means “fresh" in Korean, while the girl "Shin Chorok" translates to "new green", reflecting her goals of protecting the earth. Through the use of stylized hand-drawn youthful pictures and scribbled texts, the message becomes more emotionally approachable for adult consumers. Due to the campaign’s bright mood and the characters’ lively gestures, consumers are more willing to accept the message.