|Entrant||CHEIL WORLDWIDE Seoul, KOREA|
|Type of Entry||TV/Cinema |
|Category||Home Furnishing, Appliances, Maintenance & Household Products|
|Product/Service||WATER FILTERS |
|Entrant Company:||CHEIL WORLDWIDE Seoul, KOREA|
|Advertising Agency:||CHEIL WORLDWIDE Seoul, KOREA|
|Production Company:||BREAKFAST Seoul, KOREA|
The topnotch brand in Korea's water filter market, Woongjin Coway.
However, the top position was being threatened with the advent of water filter
substitutes such as bottled water, functional drinks, and others, along with
aggressive marketing activities of competing brands. It was time Woongjin Coway
came up with a differentiated yet powerful advertisement campaign. We judged as
a number one brand that simply delivering the functional advantage of water filters
would not be enough. Therefore, we approached the most basic function of a
water filter, providing 'clean water' to the human body.