The number of Cafes in Korea has grown tenfold in just five years.
On the other hand, the instant coffee market,
where Dongsuh Food had long held an 80% share, was stagnant for the first time.
It was an ideal time to develop a new product that can compete with café-brewed coffee.
So we developed new type of coffee, KANU, mixed brewed coffee bean and instant coffee.
We introduced the new product Kanu not as a new type of instant coffee
but as “the smallest café in the world.”
The packaging design was suggestive of a tiny coffee stand,
and image that was highlighted in TV commercials and print ads.
Web and mobile sites were launched in the name of “micro cafes.”
To give the consumers an experience similar to that of getting a drink at a coffeehouse,
Pop-up cafés were opened in downtown Seoul and Busan, which looks like its packaging
Kanu pop-up cafés attracted over 100,000 visitors in two weeks
and almost 410,000 people visited the on-line and mobile micro cafés.
The Kanu campaign was covered by major media
including prime time news with a viewership of 12 million.
In just a year, competitors followed Kanu’s lead with similar products,
Resulting in creating a new instant regular coffee market.
Kanu held a 94% share in this new market, with sales reaching 68million dollars.
Kanu was now perceived as an affordable alternative
for consumers who preferred to get their drinks at coffeehouses.
-Selected as one of Korea’s top 10 hit products of 2012 by Samsung Economic Research Institute
-Selected as one of Korea’s top 5 hit products of 2012 by Hyundai Research Institute
-Awarded Grand Prize in Consumer Choice Marketing Awards 2011 by Korea Advertisers Association
-Awarded the Best Design Prize at IT AWARD 2011 by Korea Design Association
TVC to promote Le Lait 2013 calendar.
Director + Animator: Sylvain Dumais
Stylist: Sarah K Hall
Illustration: Patrick Doyon
Assistant: Nik Mirus
1rst Assistant Camera: Martin Gros
Post: Vincent Bilodeau
Grading: Guillaume Marin
PA: Cathy Duchesne
Voice Over: Pascale Bussière
Musique: Louis-Philippe Quesnel | Troublemakers
CW: Christian Lalumière
Producer: Julie Beaudoin | TVA Accès
Client: Les Producteurs Laitiers Du Québec
Shot at Made Of Stills | Montreal
MARK YOUR CALENDARS...AND CATCH THE WAVE THIS SUMMER AT C3 CHURCH IN VANCOUVER!
For more information go to: C3VANCOUVER.COM
Commercial for Samsung. The visual effects were done at The Post Bangkok.
Prod. House: Filmplexe
Post Production House: The Post Bangkok
Visual Effect Supervisors: Joaquim Montserrat, Julien Vanhoenacker, Olivier Welter
Visual Effects Artists: Alejandro Garcia, Gabriel Maymon, Joaquim Montserrat, Julien Vanhoenacker
Compositing: Daniel Eggert, Joaquim Montserrat, Julien Vanhoenacker
Director : Şenol Korkmaz