innisfree Jeju Color Picker 2018 Digital Campaign

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The Brief

innisfree launched a product called "Jeju Color Picker". It is a unique product of innisfree that finds hidden colours in the beautiful nature of Jeju Island.

For this 2018 collection, it is inspired by the colours of Jongdal-ri hydrangea road that blooms in spring complimenting the deep blue Jeju sea in the background.

Client want to launch a Social Media campaign with Giveaway, at the same educate the fans about the products.

The Idea

To features three girls travelling through 3 different sceneries in Jongdalri - sky, sea and road.

Each of them travels differently to show off different sides of Jongdalri.

Products will be featured inside the animation.

Contest Mechanic

The contest will run for 3 rounds. Each round, user will have to find answers hidden in the live photo and comment with the answer plus creative caption.

Round 1 | Jongdal-ri Road

A girl cycling down a hydrangea road with coloured hydrangeas with its meaning lighting up.

Fans will have to tag a friend in the Comments section and tell them a message based on the hydrangea’s colors.

Round 2 | Jongdal-ri Sky

A girl is inside the hot air balloon which travels up the sky with clouds, and flying birds that carrying products. Fans will have to Count the correct number of birds. Comment the answer below and tag a friend they’d like to fly away in a hot air balloon with and the reason.

Round 3 | Jongdal-ri Sea

A girl is sitting on a little boat travels down the sea, with letters & products floating around it.

Fans will need to form a word with any letters in the sea. After that, comment and their friend a special message by using the word.

Jongdal-ri Road Animation

Every animation will have a specific opening cause it is a Live Photo on Facebook. For this version, after Fans hold and play, it will represent Fans release the wind to push the bicycle forward.

Jongdal-ri Sky Animation

For this version, after Fans hold and play, it will represent Fans light up the fire to make the Hot Air Balloon rise. Animated using After Effect, flowers are using particles plugin, birds and the girl action are frame by frame technique.