2011: YEAR OF THE SMART RABBIT by 601bisang for 601bisang

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2011: YEAR OF THE SMART RABBIT

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market South Korea
Agency 601bisang
Copywriter Park Kum-Jun, Bae Joon-Young
Released December 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: 601BISANG
Product/Service: DESIGN AGENCY
Agency: 601BISANG
Date of First Appearance: Dec 31 2010
Entrant Company: 601BISANG, Seoul, KOREA
Creative Director: Park Kum-jun (601bisang)
Art Director: Park Kum-jun (601bisang)
Designer: Park Kum-jun (601bisang)
Illustrator: Park Kum-jun (601bisang)
Photographer: Park Kum-jun (601bisang)
Copywriter: Park Kum-jun/Bae Joon-young (601bisang)
Publisher: Jung Jong-in (601bisang)
Photo Revision: Joe Sung-kwon (601bisang)
Coordinator: Ahn Byung-ha/Nam Seung-youn/Lee Jung-hye (601bisang)
Media placement: Mailing - Mailings Distributed To Clients & Friends - 30 December 2010

Describe the brief from the client
601bisang decided to send out a New Year's card as self promotion. This card was designed as a wish that 2011, the Year of the Rabbit, will be a year in which we leap to new heights with the great joy and surprising intelligence that the rabbit symbolizes.

Describe the challenges and key objectives
The key objective is to create a New Year's card that is very unique and creative, conveying 601bisang's New Year's message. Each letter of Chinese characters "Shin-myo-nyun 2011"("New-Amazing-Year 2011") is divided into four pages meaning - "Shin"(New)... with your creative, "Myo"(Amazing)... and wonderful ideas, "Nyun"(Year)... jump up higher and higher!, "2011"... Join the dancing rabbits with a heart full of wonder and creativity in 2011.

Describe how you arrived at the final design
The typical tools used by designers have been arranged to represent Chinese characters which incorporate a variety of story elements. The meaning of the overlapping blue and red lines of the characters becomes apparent with the 3D glasses on the fourth page. The large size of the card with the unique binding and paper are to deliver a nice surprise, where the packaging for sending the card also incorporates fun depictions of the rabbit symbol.

Give some indication of how successful the outcome was in the market
The card was produced for promotional purposes in a limited edition of 300 copies. After the cards were sent to friends and clients, it was introduced in various public media. For instance, an editor mentioned it as a nice, unexpected experience in a magazine. Positive feedbacks were received via twitter, SMS, or telephone, some of which ended up bringing in new projects to the firm.