Korean consultancy wins award for Hana Bank campaign

Brand consulting company, the.Watermelon Consulting & Communication, has won the 2023 Red Dot Design Award’s Best of the Best in brand and communication design category for its Hana Bank’s “Money Dream” campaign.

MONEY DREAM Pillow, which recycles unfit banknotes to create a meaningful, get-rich vibes pillow. [THE.WATERMELON CONSULTING & COMMUNICATION]

Brand consulting company, the.Watermelon Consulting & Communication, has won the 2023 Red Dot Design Award’s Best of the Best in brand and communication design category for its Hana Bank’s “Money Dream” campaign.

This is the second year that a Korean brand consulting company has won a Red Dot Design award.

Last year it was awarded for the Daesang Chungjungone Anjuya’s “Cheers Fan”campaign.

According to the brand company, the Money Dream is an environment preservation campaign that encourages recycling.

The company had designed a “Money Dream Pillow”, which is filled with discarded banknotes.

In Korea alone, 68.5 million banknotes are tossed out.

The company said not only does the pillow recycle discarded banknotes but it also offers “get-rich” vibes.

It added that all of the materials used in the making of the pillows are recycled including the cover and packaging.

“We are pleased that the ‘MONEY DREAM’ campaign has been recognized by the Red Dot," said Song Chang-Yeol, CEO of the.WATERMELON. "We will continue to push the envelope to create meaningful campaigns."

Among the startup brand consulting company’s clients are LG Electronics, Samsung Fire & Marine Insurance, HYBE, CJ Cheil Jedang, Parnas Hotel Korea Yakult as well as Porsche.

BY LEE HO-JEONG [lee.hojeong@joongang.co.kr]