Communication

Manmool

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	Chung Ang University
Designer	JIHONG KIM
English	Manmool is a brand campaign for the elimination of racism in Korea. It was produced with the dream of an anti-racist society that will move beyond diversity to inclusiveness like water that becomes one when mixed. Since COVID-19, hate crimes targeting foreigners have been prevalent in Korean society. This shows that Korea is dull in sensitivity to domestic racism. Therefore, with domestic anti-racism as the core value of the brand, I intend to produce a water brand that eliminates racism when drunk. Expecting the shock of unrealistic imagination, Manmool will heal the growing problem of racism in Korean society like healthy mineral water.
Native	만물은 국내 인종차별 철폐를 위한 캠페인성 물 브랜드이다. 세상에 있는 모든 것을 포용한다는 의미와 만 가지 다양성을 품은 물이라는 의미로, 섞이면 하나가 되는 물처럼 다양성을 넘어 포용성으로 나아갈 반인종차별주의 사회를 꿈꾸며 제작했다. COVID19 이후 한국 사회 내에서 외국인을 대상으로 한 혐오범죄가 증가하고 있다. 이는 사회적 위축과 긴장 등으로 인해 평소 문제 삼지 않은 사안들에 대한 낮은 수준의 혐오로 보이며 한국이 국외 인종차별의 인지는 높은 상태지만, 국내 인종차별에 대한 민감도는 둔하다는 것을 보여주는 문제이다. 그러므로 반인종차별주의를 브랜드의 핵심 가치로 하여, 마시면 인종차별이 사라지는 물 브랜딩을 제작하고자 한다. 마시면 없어지는 인종차별이라는 것은 현실적으로 불가능하다. 하지만 답이 없는 인종차별 문제에 약간의 일각이라도 주기 위해선 비현실적인 상상이 되레 도움이 되기도 한다. 만물은 약수처럼 한국 사회 속 증가하고 있는 인종차별 문제를 낫게 해 줄 것이다.
Positive Comments
Judging Comments	The "Manmool" campaign, using water as a metaphor for inclusivity, effectively highlights the need to combat racism in Korea. It's praised for creatively engaging the issue, promoting a vision of a more inclusive society.

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