Simmons: DREAM FENCE

Credits & Description:

Advertiser: SIMMONS
Agency: INNOCEAN WORLDWIDE
Category: Best Low Budget Campaign
Advertising campaign: DREAM FENCE
Art Director: Hoon Lim (Innocean Worldwide)
Producer: Bae Sung Kim (Innocean Worldwide)
Art Director: Hwang Young Ho (Innocean Worldwide)
Copywriter: Suk Kyung Kang (Innocean Worldwide)
Creative Director: Jung A Kim (Innocean Worldwide)
Art Director: Sang Hyun Lim (Innocean Worldwide)
Copywriter: Se Hee Kim (Innocean Worldwide)
Copywriter: Yeo Reum Shin (Innocean Worldwide)
Art Director: Sung Chul Kwon (Innocean Worldwide)
Director: Woo Hyoung Son (Blues Brothers)

Execution
With a low budget, creating an opportunity to experience the SIMMONS mattress first hand or second hand outside the shop. The brand image could be reconsidered due to the natural exposure of the mattress and its’ functions.Shipping costs for mattresses: ₩1,000,000 Set-up costs for mattresses: ₩1,000,000 Tax: ₩200,000 Total: ₩2,200,000

Outcome
Many People had an opportunity to experience the SIMMONS mattress first hand or second hand outside the shop. The brand image could be reconsidered due to the natural exposure of the mattress and its’ functions. And social interest on the neglected children could be created.

Client Brief Or Objective
The only baseball team in Korea consisting of members with hearing impairment.Poor training environment due to the lack of sponsorships.The hard and shabby fence is the cause of frequent injuries.Instead of hard and dangerous billboards and walls, we attached soft mattresses around the baseball field.

Implementation
Reusing mattresses that have become useless.Reducing injuries by attaching soft mattresses to the fence.Changing the outdoor billboard into a side box ad.