Apart from traditional advertising they were routinely executing every year, Korea Tourism Organization was in need of a campaign which could draw attention from the world that can actually lead to increase in SOV among their targets. Brief was to promote Korea Tourism by creating a buzz in online environment and objective was to naturally spread the campaign through various media and SNS environment that could lead to increase in number of user created contents for those who search about Korea tourism in online environment.

We first contacted his crew 'Team COCO' saying that we wanted to fly Samuel "the octopus he bought while he was in Korea but left in local aquarium due to customs problem" to Los Angeles so she could spend her remaining days in his studio. We decided to co create this as an episode of his show by actually flying the octopus threw an airplane. By doing this, we wanted to spread the message in his show that Korea thanks to those who visited in the past. After the show was aired, this episode was immediately introduced in various media and lot of SOVs about the campaign was generated in online.