How can an indifferent audience
catch the impact of the climate crisis in daily lives?

Background

Greenpeace is an international environmental organization that works with peacefully and creatively
to uncover the causes of global environmental problems to solve them.

κ·Έλ¦°ν”ΌμŠ€λŠ” 지ꡬ ν™˜κ²½ 문제의 원인을 λ°ν˜€λ‚΄κ³  ν•΄κ²°ν•˜κΈ° μœ„ν•΄ 평화둭고 창의적인 λ°©μ‹μœΌλ‘œ μΌν•˜λŠ” ꡭ제 ν™˜κ²½ λ‹¨μ²΄μž…λ‹ˆλ‹€.


The year 2020 was a time when we were able to directly or indirectly experience the phenomena of abnormal climate disasters in various parts of the world, including Korea, to the extent that the expression 'the year when the climate crisis has become common' is not an exaggeration.

2020년은 'κΈ°ν›„μœ„κΈ°κ°€ λ³΄νŽΈν™”λœ ν•΄'λΌλŠ” ν‘œν˜„μ΄ κ³Όμž₯이 아닐 μ •λ„λ‘œ μ΄μƒκΈ°ν›„μž¬ν•΄ ν˜„μƒμ„ μ§κ°„μ ‘μ μœΌλ‘œ κ²½ν—˜ν•  수 μžˆμ—ˆλ˜ μ‹œκΈ°μ˜€μŠ΅λ‹ˆλ‹€.


Therefore, by focusing on the theme of climate crisis and our daily life, we want to connect the climate change situation that the public experiences
in their daily life to the climate crisis and create a starting point for participating in climate action.

κ·Έ λ•Œλ¬Έμ—, κ·Έλ¦°ν”ΌμŠ€λŠ” κΈ°ν›„μœ„κΈ°λ₯Ό λŒ€μ€‘λ“€μ΄ κ²½ν—˜ν•˜λŠ” 일상 μƒν™œ μ†μ—μ„œ μ‚¬λžŒλ“€μ˜ 인지도λ₯Ό 높일 방법이 ν•„μš”ν–ˆκ³ .
ꡭ민이 μΌμƒμƒν™œμ—μ„œ κΈ°ν›„ 행동에 μ°Έκ°€ν•  수 있게 λ§Œλ“œλŠ” κ°•λ ₯ν•œ 계기λ₯Ό 쀄 수 μžˆλŠ” 아이디어가 ν•„μš”ν–ˆμŠ΅λ‹ˆλ‹€.

The Unseen Weather Forecast
aims to democratize the Food Security Crisis with the audience and accelerate consciousness by intuitively showing how directly the climate crisis is affecting our lives.

 

Problem
Because of Food security threatened by climate change, we need to increase people's interest and participation with Climate Crisis movement, related with our food & Dinning Table. But today’s people can buy food from a convenience store or with delivery service that has grown in popularity since the pandemic.

κΈ°ν›„λ³€ν™”λ‘œ μœ„ν˜‘λ°›λŠ” μ‹λŸ‰μ•ˆλ³΄ λ•Œλ¬Έμ— μ‹λŸ‰&식사 ν…Œμ΄λΈ”μ˜ μœ„κΈ°μƒν™©μ— λŒ€ν•΄μ„œ 관심과 μ°Έμ—¬λ₯Ό 높일 ν•„μš”κ°€ μžˆμŠ΅λ‹ˆλ‹€. ν•˜μ§€λ§Œ μ˜€λŠ˜λ‚  μ‚¬λžŒλ“€μ€ νŽΈμ˜μ μ΄λ‚˜ λŒ€μœ ν–‰ 이후 인기λ₯Ό μ–»κ³  μžˆλŠ” 배달 μ„œλΉ„μŠ€λ₯Ό 톡해 μŒμ‹μ„ μ‚΄ 수 μžˆμ–΄μ„œ 체감 λͺ»ν•˜κ³  μžˆμŠ΅λ‹ˆλ‹€.


Insight
There is an abnormal climate phenomenon that we feel with our skin. It’s weather. So we always check the weather forecast, related to our life routine. However, there are invisible signs behind the forecast, the signal of the danger to agricultural and fishery products.

ν”ΌλΆ€λ‘œ λŠλΌλŠ” 이상 κΈ°ν›„ ν˜„μƒμ΄ μžˆμŠ΅λ‹ˆλ‹€. λ‚ μ”¨μž…λ‹ˆλ‹€. κ·Έλž˜μ„œ μš°λ¦¬λŠ” 항상 일기예보λ₯Ό ν™•μΈν•˜κ³  우리의 일과λ₯Ό μ²΄ν¬ν•˜λŠ”λ° 이 λ‚ μ”¨μ˜ μ‹ ν˜Έ λ’€μ—λŠ” λ†μˆ˜μ‚°λ¬Όμ˜ μœ„ν—˜ μ‹ ν˜Έλ„ ν•¨μΆ•λ˜μ–΄ μžˆμŠ΅λ‹ˆλ‹€.


Idea
Greenpeace is now providing a new tool that enables fast and certain direct. To show the crisis of food that is threatened by weather changes in everyday life. It’s called The Unseen Weather Forecast and is the special forecast to indicate our food crisis in everyday life.

κ·Έλ¦°ν”ΌμŠ€λŠ” ν˜„μž¬ μ‹ μ†ν•˜κ³  ν™•μ‹€ν•œ 직행을 κ°€λŠ₯ν•˜κ²Œ ν•˜λŠ” μƒˆλ‘œμš΄ 도ꡬλ₯Ό μ œκ³΅ν•˜κ³  μžˆμŠ΅λ‹ˆλ‹€.μΌμƒμƒν™œμ—μ„œ 날씨 λ³€ν™”λ‘œ μœ„ν˜‘λ°›λŠ” μŒμ‹μ˜ μœ„κΈ°λ₯Ό 보여주기 μœ„ν•΄μ„œ μž…λ‹ˆλ‹€. 그것은 β€˜λ³΄μ΄μ§€μ•ŠλŠ” μΌκΈ°μ˜ˆλ³΄β€™λΌκ³  뢈리며 μΌμƒμƒν™œμ—μ„œ 우리의 μ‹λŸ‰ μœ„κΈ°λ₯Ό λ‚˜νƒ€λ‚΄λŠ” νŠΉλ³„ν•œ μ˜ˆλ³΄μž…λ‹ˆλ‹€.

Role / Responsibility
Concept, Planning, Copywriting

 

Creative Presentation

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OOH

The impact of climate change is already evident in our weather β€” but still invisible to most.
To reveal it, we turn the daily weather forecast into something more powerful:
a nationwide OOH campaign predicting the crisis of each region’s local produce.

 

We draw the API of the actual weather forecast and show the food crisis notice to the media asset, according to the logic of pre-investigation and configuration. Depending on the weather reflected in real time, it was intended that people could naturally check the food Crisis situation
behind our daily weather forecast.

μ‹€μ œ κΈ°μƒμ˜ˆλ³΄μ˜ APIλ₯Ό λŒμ–΄μ™€μ„œ 날씨에 λ”°λΌμ„œ λ°œμƒν•  수 μžˆλŠ” 우리의 μ‹λŸ‰μœ„κΈ° 상황을 일상 속 λ―Έλ””μ–΄ 에셋에 λ³΄μ—¬μ€λ‹ˆλ‹€. 
μ‹€μ‹œκ°„μœΌλ‘œ λ°˜μ˜λ˜λŠ” 날씨에 따라 μΌμƒμ˜ 일기예보λ₯Ό 톡해 μ‹λŸ‰μœ„κΈ° 상황을 μžμ—°μŠ€λŸ½κ²Œ 확인할 수 μžˆλ„λ‘ λ§Œλ“€ κ²ƒμž…λ‹ˆλ‹€.

How does it Work?

[Korean Copy to English]
Gyeongbuk, Cheongsong (location)
35Β°C.
Extreme heat caused by the climate crisis is expected to damage Cheongsong’s signature apples.

[Korean Copy to English]
Gangneung, Gangwon (Location)
35Β°C.
With temperatures rising sharply above average, cabbage prices are expected to soar as a gold price.

[Korean copy to English]
Icheon, Gyeonggi (location)
Heatwave, 38Β°C.
A more severe heatwave than last year is threatening rice supply, with prices at risk of soaring.

We put on a LIVE the content and engaged the response to our messages.

μš°λ¦¬λŠ” 우리의 메세지에 λ°˜μ‘μ„ μ΄λŒμ–΄λ‚Ό 수 μžˆλŠ” μ½˜ν…μΈ λ₯Ό λ§Œλ“€μ–΄μ„œ 라이브 μ‹œμΌ°μŠ΅λ‹ˆλ‹€.

We created the content and educate the audience on how the weather affects our food.

λ˜ν•œ μš°λ¦¬λŠ” κΈ°ν›„κ°€ 우리의 μŒμ‹μ— μ–΄λ–€ 직접적인 영ν–₯λ ₯을 λΌμΉ˜λŠ”μ§€ κ΅μœ‘ν•˜λŠ” μ½˜ν…μΈ λ„ λ§Œλ“€μ—ˆμŠ΅λ‹ˆλ‹€.

EXPECTATION / IMPACT

This can intuitively convey messages and change consciousness to those who are interested in the environment or those who are not familiar with the impact of the climate crisis in real life, and at the point of contact, we always check.

ν™˜κ²½μ— 관심이 μžˆλŠ” μ‚¬λžŒμ—κ²Œλ„, μ‹€μ œ κΈ°ν›„μœ„κΈ°μ˜ μ—¬νŒŒμ— 관심이 μ—†λŠ” μ‚¬λžŒλ“€μ—κ²Œλ„ 직관적인 영ν–₯λ ₯에 λŒ€ν•΄μ„œ μš°λ¦¬κ°€ 항상 체크할 수 μžˆλŠ” 우리의 μ ‘μ μ—μ„œ 보고 λŠλ‚„ 수 μžˆλŠ” 메세지λ₯Ό 전달할 수 μžˆμŠ΅λ‹ˆλ‹€.

RESULT

- Selling ideas to Account.
- Producing technologies.
- Reserved execution due to internal regulations caused by Pandemic.

- 아이디어λ₯Ό ν΄λΌμ΄μ–ΈνŠΈμ—κ²Œ νŒ”μ•˜μŠ΅λ‹ˆλ‹€.
- μ‹€μ œ 기술둜 κ΅¬ν˜„μ„ ν–ˆμŠ΅λ‹ˆλ‹€.
- 팬데믹으둜 μΈν•œ λ‚΄λΆ€ 규제 및 μƒν™©μœΌλ‘œ μ‹€μ œ μ§‘ν–‰κΉŒμ§€λŠ” 이어지지 λͺ»ν•˜κ³ , μΌλΆ€λ§Œ μ§‘ν–‰λμŠ΅λ‹ˆλ‹€.

Next

I AM GINSENG / Sulwhasoo Global Brand Campaign