The Challenge :
Nepa, a popular outdoor sports apparel brand, approached Hookviral because they were very cautiously moving into new territory. Breaking out of their saturated market, meant spreading the message that their high quality coats could also be worn casually. This type of branding risked weakening their most important selling point that their winter coats are designed for resisting the most rugged natural environments.
The Solution :
In order to communicate the idea that Nepa coats are insulating and protecting while also convincing consumers that they are practical for casual settings, we chose to emphasize two important keywords : Warmth and Padding. These two word connect the dots between Nepa's long standing brand image and the new territory they sought to move into. Warmth is what protects us from frigid weather, but human warmth is what protects us emotionally. Padding is what keeps us comfortable when we are exposed to mother nature, but padding is also what we need socially from our family and friends.
Our producers spent months searching for a true story that would exemplify this need to be comforted and protected by our peers. We knew that in order to drive home this point, consumers would need to be moved by narrative that could be touched and conceived of in the world where we actually interact with people. South Korea is a very fast and dynamic country. Everything is changing quickly. And you have to be competitive to keep up. Consequentially, many Koreans feel like they lack the camaraderie and love for neighbor (what they call Jeong) that they once had in the days of old.
After much background research, we discovered a nurse who made news by donating her hair to cancer organizations. She was unique in the sense that her donations were so consistent. She was much a modest person that she was hard to get a hold of. Through our persistence, we produced a short form documentary about her exemplary life. She is a person who strives to give #warmth and #padding to perfect strangers, a noble cause for any brand and/or individual.