The 2020 outbreak period. It becomes very difficult to have a meal face to face with friends and relatives. Samsung Card hopes to comfort people's body and mind with a bowl of warm rice, especially in this year. In order to help farmers in Gyeonggi Province who have been affected by the epidemic and have difficulties in sales, Samsung Card has planned an SNS campaign to provide fresh and delicious rice produced by farmers in the Icheon and Yaoju areas. During the activity, when the box with the words "Samka cooks for you" was opened, the box was packed with high-quality rice, and the package said "don't miss the meal", "don't eat hastily", "don't eat alone" and other relaxed and interesting news. Through the SNS activity of Samsung card, participants need to tag three friends they want to take care of in the comments and pass greetings. 300 people who win the prize will get "the box". The event attracted the participation of fans in this way. The SNS exposure of the activity reached 352000 times, while 19 online celebrities released relevant content and received 11,739 comments and 407 comments. The event has greatly promoted the livelihood of local farmers and has also been reported by five media outlets, with high public relations value. Through this sincere brand communication, the number of fans of Samsung card account has tripled compared to the beginning of the year.

Korea
Award : WINNER
Affiliation : SAMSUNG CARD
Designer : JEEHAE PARK, the bread and butter

https://asiadesignprize.com/exhibition/159961