#MondayAd from Korea by Daehong Communications Inc: ium: EX Market sells off gifts from your Exes

ium: EX Market

IUM is a leading brand in Social Dating Service industry in Korea. IUM has been researching love relationships and discovered an interesting fact. According to research, most of the respondents answered that they kept them for no reason, however they do not use them either. This meant people who had broken up were stuck with their past.

Ex-Market sells off Gifts from Exes. IUM planned Ex-Market where people can get rid of old memories by selling off gifts from Exes to others. Sellers wrote down prices and their stories on tags, and hung the products with red thread, a representative of past relationships.
When the shoppers appeared, sellers cut the thread and sold the products off. And then, sellers were completely able to break off relations with the past. At the end, they had a special ceremony. People burnt the letters and pictures that still remained. The tags were used as tickets for the exclusive club party.

Ex-Market offered a new cultural trend to the broken up lovers. People who broke up were able to completely break off relationship with the past. And they had second chances to start new relationships. Ex-Market became a big issue on online media. Of course, IUM’s users increased dramatically.

Director: Simon Lee, Yoonsoo Jo
Creative Director: Sunmi Park
Art Director: Gunwoong Choi, Wongi Ryu, Jihyun Im
Copywriter: Ahram Shin, Kyungeun Jung, Soyeon Lee

Client: IUM
Agency: DAEHONG Communications Inc
Country: Korea, Republic of (South Korea)

You can see other #MondayAd here.

#MondayAd from Korea: @UNICEF: ROLY POLY Donation box

Unicef: ROLY POLY Donation box
People underestimate the power of their little help We all know that millions of children in the world are suffering from starvation and disease. But many of us still donat know that our little help could save their lives and make them stand up.
Idea: Roly-polies that stand up by the weight of the coins
Daehong, Seoul created a Roly-poly donation box representing a child who needs our help and place them at many places in Seoul. When people donate their coins into the Roly-polies lying down on the street, the Roly-polies stand up by themselves because of the weight of coins.
Results: People experienced what their little help could do About 10,000 people have donated their coins and played with our Roly-polies. Also, a number of people share articles and pictures on their SNSes. Roly-poly donation boxes gave people a intuitive motivation to help children in need.

Copywriter: Ahram Shin, Iljin Ko
Creative Director: Sunmi Park
Art Director: Gunwoong Choi, Wongi Ryu, Jihyun Im

Client: Unicef
Agency: DAEHONG Communications Inc
Country: Korea, Republic of (South Korea)

You can see other #MondayAd here.