‘A forest Umbrella’
Aren't there times while you are in a gray city but you want to take a rest in the green forest? After much thought, we wish to providea small resting space as a gift to those who can't spare the time to 'relax' by looking at the sky in their daily lives. 'Forest Umbrella' will create a small forest on top of your head when you open the umbrella. Even on a gloomy day it will look like you are walking under a forest with fresh air. Compared to the simple exterior design, the bright forest interior design will make your heart flutter with the thought of having your 'own' forest. Enjoy the feeling of walking down a forest trail with the umbrella when it is raining, snowing, sunny or when you just want to have time for yourself. The time you spend in the space for yourself will add energy to your life and if you are with a love done, your happiness will double.
PruDUCT – 'PRUDUCT' is a combination of the Korean word 'green' and 'product'; these easily-accessible items were created to target the 20s, who are the main focus for the <WOOPOOPOO> project.
Make Our Youth Green and Green 'WOOPOOPOO'
‘WOOPOOPOO is the abbreviation of the Korean phrase 'Make Our Youth Green and green'
The new undergoing project <WOOPOOPOO (Make Our Youth Green)> organized by Yuhan Kimberly's ''Make Our Nature Green ' campaign, SK Planet, and SPEXTRUM is focused on creating a green youth lifestyle for the young people and their generation so they can become closer with the forests.
In order to form a way for the youth to develop a closer relationship with the forests, <WOOPOOPOO> will be functioning as a SNS project through Facebook, Instagram, and blogs. We are making an effort for people to easily share and come across various stories and information about forests so that they can learn from them.
While considering different ways through which the youth could coexist with the forests, we have created lifestyle items called 'PRUDUCT'. SPEXTRUM fashioned unique ideas and those products and items for the 'PRUDUCT' have gained successful responses and maintain consistent popularity among the youth.
It takes more than the brand's history for a customerto acknowledge the brand's sincerity. Even though anyone can easily talk aboutit and gain some level of approval from others, customers aren't easy to fool. Ascapitalistic disposition grows stronger, it becomes harder and more expensive toattract the customers and rather than seeing the fancy wrapping, they wish tosee the true core underneath. You can also notice this type of disposition whereobjective brand journalism reporting more factual details is more popular amongcustomers than the sugar-coated stories written by marketers or copywriters.
In order to showsincerity in a brand's social contribution campaign or CSR (Corporate SocialResponsibility), the fundamental question that must be asked first is “What brandis this?” If the brand is only hosting services and contributions for obviousreasons then it will be hard to see sincerity in their actions and the activitiesbecome meaningless. Sincerity that is stacked with consistent effort andattention and not short-term will bear fruit in increased recognition of thebrand's sincerity.
Following Yuhan Kimberly's long-term campaign 'Make Our Nature Green,’ you can see the brand's sincerity through the new <WOOPOOPOO (Make Our Youth Green and green)> campaign. No matter what the brand is, sincerity must be the basis of the brand. However, this sincerity can only have meaning if it is conveyed clearly to those receiving it. In order to go forward, it will be important to create sincerity through trends and tell a story which the consumers can identify with in this time period. As companies which had previously cut down trees to create their products and operate their businesses inversely put an effort to grow forests for the past 30 years, we've come to a period where there is no significant meaning in planting trees on Arbor Day. With this in mind, we've come to reset our goal to 'realize a better life through the coexistence of forests and humans. You can see this change, after much consideration, as our attempt to let the younger generation 'enjoy the forests' rather than 'plant a tree,' so that they can continue to pursue their values and not let go them. While viewing the world with sincerity that is true and touching and not with the so-called honesty that is obvious and is shown for formality’s sake, only values found in the intersection between the world and sincerity are true.
※This product is made with Yuhan Kimberly and SK Planet.
Project owner. SPEXTRUM, SK Planet & Yuhan Kimberly
Creative Director. Tsunho Wang
Designer. Sookyoung Kim