Cannes Lions

GOOD CUP

INNOCEAN WORLDWIDE, Seoul / GREEN UMBRELLA CHILDFUND KOREA / 2013

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Overview

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Credits

OVERVIEW

Description

Gae-yong-bae (early 19th century, Chosun Dynasty)

A wine glass with a hole, which leaks when over 70% of the glass is filled.

A wine glass that shows how the intellectuals of that age took precautions against wasting.

From this Gae-yong-bae, our story begins.

The water shortage is the main reason for death of the 1.8 million children

Instead of making flashy commercials and getting astronomical numbers of donations,

we decided to drill a very small and somewhat trivial hole.

we tried to change people’s behavior that leads to wasting water.

Execution

-We have decided to drill a very hole in a cup instead of creating flashy commercial or astronomical figures of donation.

-This ‘Good Cup’ was inspired by ancient Gyeyounbe Wine glass and place in the cafeteria.

-After that we captured the moment of people changing their water wasting habit by hidden camera.

Outcome

56 liters of water was left over at the cafeteria during the 1st week.

33 liters of water was left over at the cafeteria during the 2nd week.

7 liters of water was left over at the cafeteria during the 3rd week.

75 liters of water was left over at the cafeteria during 3 week.

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