Ziploc Korea
Chuseok occasion campaign
instore POSM & online banners
Secret Chuseok Advantages
Chuseok is a traditional autumn festival in Korea. Koreans will gather to celebrate and honour their ancestors by preparing an offering table with plenty of food. During this occasion, the heavy task of preparing food will fall onto the women. Therefore, a lot of women, especially young working adults consider this is the toughest occasion. The project aims to build a connection with the shopper by providing her with all the advantages Ziploc would aid her. The campaign also depends on culturally familiar visual elements that are subtly used to create strong relevant points for her to finally pick up different Ziploc bags that suit her needs for this Chuseok.
The visual showcases one of Ziploc superior qualities, keeping food fresh and zero odours, especially for preserved yellow corvina fish (or gulbi: 굴비), one of Korean's favourite dish during Chuseok.
And a guaranteed leak-proof seal will definitely be a huge advantage in prepping food for Chuseok. The cheeky yet confident expression of the talent would chase away shopper's worries for Chuseok.
The third visual makes use of the most popular dish of Korean, kimchi, to communicate the superior quality of Ziploc. Tough time requires reliable (tough) partner.
Chuseok is not completed without songpyeon, half moon rice cake steamed with pine needles, therefore the design plays with the double meaning of "Fresh". Fresh means keeping food fresh. Fresh also means something new, innovative and refreshing like the creative and cute rice cakes in the visual.
The gondola end is a touch point where it communicates all the exciting and innovative benefits of Ziploc.
The wobblers on the shelves continue to remind shoppers about Ziploc's superiority for this coming Chuseok.