In Partnership with
Bill & Melinda Gates foundation


Thomas Hong-tack Kim

Thomas Hong-tack Kim

Executive Creative Director
Cheil Worldwide

Why you should get involved?

"I am so grateful for receiving the opportunity to be part of this MEANINGFUL project.  It always makes my heart beat to meet BEAUTIFUL minded people who bring better tomorrow out. "

Grand Prix Won in 2011

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South Korea is a unique market. Even the most powerful global corporations tend to fail miserably in the Korean market. Walmart and Carrefour had to pack up their bags and leave. On the contrary, TESCO has been evolving itself, adjusting to the local market. Korean are the 2nd most hard-working people in the world! For them, grocery shopping once a week is a dreaded task. So we decided to approach these busy and tired people.

Let the store come to the people! We created virtual stores in subway stations hoping to blend into people's everyday lives. Our first attempt was at busy subway stations in rush hours. Although virtual, the displays were exactly the same as actual stores – this included the merchandising. Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and the product automatically lands in your online cart! When the online purchase is done, it will be delivered to your door right after you get home.

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