Cannes Future Lions 2012 submission.
Brief—
Advertise a product from a global brand in a way that couldn’t have been done five years ago.
Case Study Video
Mobile App
Live Feed Microsite
Creatives: Jenny Lee + Candice Park + Ryan Goldberg
Tiger Beer is a beer brand widely known in Asia (mostly Singapore) that is trying to make a name in the US market. The concept for this campaign is to expose Tiger Beer's fun brand personality by encouraging people to let loose of their inhibitions, and to "free their inner tiger."
Teaser— Before the launch of the Tiger Beer campaign, street walls will be spray painted with a mysterious tiger symbol and prompt curious viewers to the microsite for more information.
Microsite— The microsite will reveal the Free The Tiger campaign, and encourage people to participate through social media to win free beer and tickets to the Bonaroo Music Festival. They can hashtag their #LETLOOSE story via Twitter for a chance to win, or keep up with Facebook and Youtube to find out which bars the Tiger Box will be at.
Audio Powered Vending Machine— The Tiger Box is an audio powered vending machine, which would be placed inside bars. In order to recieve a free beer, the person must free their inner tiger by making noise. Winners can check under their beer caps to find out if they won Bonaroo tickets. They can also choose to submit their video for a chance to be the tiger of the week.
YouTube— The YouTube page will update where the Tiger Box will be next, as well as the thousands of “Roaring Tigers” who have recieved their free beer.
Facebook Page— The Facebook page will have essentially the same information as the microsite, along with a live Twitter feed of the latest happenings.
Creatives: Jenny Lee + Candice Park
Print
Guerilla
Microsite
Creatives: Jenny Lee + Candice Park
Real New Yorkers don't go to the Statue of Liberty. This is the thought that inspired my direction for Seoul Underground.
Seoul Underground is a concept travel campaign that is a little different than the usual ones out there. In this campaign, I wanted to target young adults to visit the biggest city in South Korea by avoiding "touristy attractions," and instead by introducing the underground lifestyle that most foreigners are not aware of. Seoul Underground acts as your first "creative" tour guide that provides people with information they can't get from anywhere else. From hole in the wall eats to independent artists, Seoul Underground is the voice of the Korean modernist generation.
Website Design— Unlike most commercial travel websites, seoulunderground.com has a personal blog feel, and a clean, easy navigation to guide you through everything you need to know.
iPhone Social App— An extension for anyone who registered for a login on the website, the Social app will allow users to plan their trip, search places, and interact with other users by sharing reviews and photos of where they've been, as well as creating and sharing their own itineraries.
Subway Ads— The subways ads take an "underground" take on Korean culture and the new generation of creative thinkers by displaying traditional symbols as tattoos.
Interesting fact: In Korea, tattooing is only legal if it is done by licensed medical doctors. Although there is a growing movement of advocates, they need to find underground tattoo parlors in order to get the procedure done.
Microsite — The microsite is a 30 second challenge game for users to get a chance to receive a promo code by taking a quiz on "what you should know about Seoul." The promo code gives you access to 50,000WON for your trip, which can be claimed at seoulunderground.com.
The Microsite was coded using HTML5.
Charles Shaw wine, better known as "two buck chuck" is a $2 bottle of wine that is sold exclusively at Trader Joe's. While TBC has won numerous awards and competitions, the truth is that people think "anything cheap can't be good."
The goal of this campaign was to communicate to young adults that they can get a good bottle of wine without breaking their wallet.
