Hongik University (South Korea)
Project Title: Huggie S.O.S
Client or Class Name: Hongik University - Student's Creative Proposal for HUGGIES
Today we are with cell phones at all times. It is true that cell phones can become as dirty as hands that hasn’t been washed, and that they have been neglected in sanitation management, despite being used often. In fact, cell phones has four times more germs than a toilet, which can lead to routine illnesses such as diarrhea, vomiting, headaches, or even death. In particular, it is more deadly to infants and women in pregnancy who have a weaker immune system than average person. Therefore, Huggies, the representative brand of baby products, decided to actively inform its customers through MomQ, an official mobile shopping mall application used by 100,000 people. It is called the “Huggie S.O.S” campaign, which is a concept where a baby threatened by germs on smartphone requests S.O.S through an alarm while mothers use the MomQ application. Customers who respond to the alarm will learn the seriousness of the problem and how to solve it by indirectly eliminating a screen filled with bacterial characters with Huggies anti-bacterial tissues. Huggies also induced direct action by offering anti-bacterial tissue as a gift for participating in the campaign.
Judge Commentary: “Not bad. But a lot of math. It’s kind of complicated. It seems to go around its own elbow to get to the point of sanitizing the screen.”