Samsung Design & Branding ORIGAMI CHOPSTICK HOLDER by Cheil Seoul

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Industry Software & Multimedia Productions, SaaS, Internet
Media Design & Branding
Market South Korea
Agency Cheil Seoul
Executive Creative Director Joungrack Lee
Creative Director Youshin Lee
Art Director Kakyoun Park
Copywriter Yooho Lee, Jungho Suk, Hyekyung Jeong
Producer Junghan Kwon
Illustrator Eunha Ko, Minjung Kim
Released May 2010

Credits & Description

Category: Self Promotion
Product/Service: HOMEPLUS
Date of First Appearance: Dec 6 2010
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Executive Creative Director: Joungrack Lee (Cheil Worldwide)
Creative Director: Youshin Lee (Cheil Worldwide)
Art Director: Kakyoun Park (Cheil Worldwide)
Copywriter: Hyekyung Jeong (Cheil Worldwide)
Copywriter: Yooho Lee (Cheil Worldwide)
Copywriter: Jungho Suk (Cheil Worldwide)
Photographer: (still life)
Illustrator: Minjung Kim (Cheil Worldwide)
Illustrator: Eunha Ko (Cheil Worldwide)
2D Design: Nayoung Song (Eliot)
Producer: Junghan Kwon (Walking on the blue)
Graphic: (Creative GAM)
Account Director: Jongchul Jang (Cheil Worldwide)
Account Executive: Kukhee Park (Cheil Worldwide)
Director of Photography: Kideok Lee
Media placement: Ambient(Chopstick Holder) - Homeplus - 6 Dec. 2010 - 28 Feb. 2011

Describe the brief from the client
Homeplus is one of the largest supermarket chains in Korea. They were about to launch their cup noodle brand needed a quick way to promote it.

Describe the challenges and key objectives
We thought of disposable chopsticks that come with cup noodles. To be more accurate, chopstick wrappers which become meaningless trash once peeled off. With this wrapper, the 3-minute waiting time before cup noodles transforms into fun origami time.

Describe how you arrived at the final design
You can fold it however you like and voila! There's your very own, unique chopstick holder. And while folding and unfolding, people naturally zero in on the Homeplus logo the whole time.

Give some indication of how successful the outcome was in the market
It has been a huge hit! Not only among teenagers, but throughout all generations. The 'click' rate of official Homeplus website has multiplied by 10 times. Consumers started to create and uploaded their own methods of chopstick origami on their blogs and Facebook pages. It took only 3 months after launch for sales to reach a 200% increase. And now, Homplus Cup Noodle has become a household name to many people!