Korea Tourism Organization (KTO) conducted a global campaign to encourage more overseas tourists to visit Korea. By participating in the campaign through a microsite, users got opportunities to have your name physically engraved on Sang Sang Gil (meaning “Imagination Road” in Korean) to mark the first step toward their Korean experience. Using the corporate colours and traditional patterns, the design solution was developed to be quintessentially Korean with modern twist.

Deliverables: campaign microsite, OOH installations including road and signage