Communication

Columbia WAPPEN of 12 moutains in Seoul

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	SMVD Columbia Sportswear Korea
Designer	JANG HUN JONG, KIM MIN HYEK, GWON JAE MIN, KIM DAE WOONG, YOU YOUNG HO
English	Seoul is a city where nature and urban infrastructure coexist in harmony. Columbia, committed to promoting positive change, has launched a promotional campaign brand called "HIKE SOCIETY SEOUL(HSS)" The brand encourages individuals, communities, and the environment to embrace healthy living. The graphic motif is derived from the peaks or distinctive features, logo, and contour lines of the 13 mountains in Seoul. Wappens and flags in the form of BTL advertising were created. This not only encourages more people to participate in the HSS campaign but represents Columbia as an integral part of the campaign's overall identity.
Native	서울은 높은 빌딩, 수많은 차, 빠르게 변화하는 트렌드, 세계에서도 큰 대도시이지만 수 많은 산과 공원, 서울을 가로지르는 한강, 자연과 공존하는 아웃도어 도시이다. 긍정적 인 변화를 추구하는 컬럼비아도 개인, 주변 사람, 더 나아가 환경까지 건강하게 하는 프로모션 캠페인 브랜드 ‘HIKE SOCIETY SEOUL’을 제작하였다. 이를 통해, 컬럼비아의 선한 영향력을 퍼트려 브랜드 아이덴티티 강화 및 다른 브랜드와는 차별화 된 브랜드 시스템을 구축하였다. ‘HIKE SOCIETY SEOUL’캠페인을 홍보하기 위해 제작한 와펜과 깃발은 서울 13개 산의 정상석 또는 대표적인 특징, 로고, 등고선을 그래픽 모티브로 도출했다. HSS 캠페인은 응모를 통해 참여하는 사람들에게 와펜을 제공한다. 그래서 우리는 산을 좋아하는 등산객은 또는 MZ세대를 타깃으로 소장 가치가 있는 굿즈를 제작하여 참여율을 높이면서, ‘HIKE SOCIETY SEOUL’캠페인과 컬럼비아의 통합된 아이덴티티를 와펜으로 보여준다.
Positive Comments
Judging Comments	The "HIKE SOCIETY SEOUL (HSS)" campaign by Columbia, with its mountain-inspired graphics and BTL advertising, has been praised for promoting healthy living and community engagement in Seoul. The campaign's creative use of local natural symbols to encourage participation has effectively strengthened Columbia's brand identity as a promoter of environmental and community wellness.

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