SHINSEGAE Loves the Earth Campaign
Sustainability campaign
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.
Client / Manufacturer
Design
SHINSEGAE Shinsegae Department Stores
Seoul, KRSHINSEGAE Shinsegae Department Stores
Seoul, KRDate of Launch
2019
Development Time
up to 12 months
Target Regions
Specific country/region: South Korea
Target Groups
Consumer / User