BackAidan McFarlaneCreative direction and design
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HiteJinro × 1410 Agency

JINRO UK launch campaign

Relationship
Work delivered through 1410 Agency for HiteJinro
Personal contribution
Creative Director · Graphic Designer · Marketing Director
JINRO Campaign Direction 01 dual-poster wall treatment
Project facts
Relationship
Work delivered through 1410 Agency for HiteJinro
Personal contribution
Creative Director · Graphic Designer · Marketing Director
Period
12/2023
Context
Food and beverage
Market and project language
UK / EN
Disciplines
Market entry · Campaign · Activation
Capabilities
Brand identity / Campaign design / Social content / Localisation
Tools
Figma · Google Ads · Illustrator · Photoshop

Context

Problem or opportunity

Developed the UK launch campaign for JINRO, using market and audience research to position soju as a lower-ABV alternative to familiar spirits. The work covered outdoor advertising, events, partnerships and a campaign app.

View on original portfolio

Design outcome

I developed one audience-led UK launch system across outdoor advertising, festival activation, partnership concepts and a companion-app concept, giving every channel a consistent market-entry idea.

Evidence basis: Qualitative outcome based on displayed work

Approach

Constraint
A UK market-entry direction needed to connect outdoor advertising, events, partnership ideas and a companion-app concept.
Design decision
I used market and audience research, plus channel and occasion mapping, to carry one campaign idea across these different formats.
Delivered work
An outdoor poster system and festival-booth visuals, supported by partnership and app concepts, delivered through 1410 Agency. The booth is a concept mockup, not evidence of a live activation.
Selected work

HiteJinro × 1410 Agency / 12/2023

JINRO Campaign Direction 01 dual-poster wall treatment
01Campaign direction 01 · Dual-poster wall
JINRO UK launch key visuals adapted across a flavoured-soju poster series and campaign portrait
02UK campaign key-visual adaptations
JINRO UK out-of-home key visual in an underground billboard mockup
03Out-of-home campaign key visual
JINRO Chamisul and JINRO and Tonic dual-poster campaign system
04Dual-poster campaign system
JINRO Chamisul campaign poster shown in an interior mockup
05Chamisul poster mockup
JINRO illustrated drink menu and festival photo-frame activation
06Event menu and photo-frame graphic
JINRO festival booth with product display, campaign application and QR call to action
07Festival booth concept
JINRO campaign app interface shown across mobile screens
08Campaign app interface
JINRO UK launch campaign event and advertising overview
09Campaign overview
JINRO UK launch campaign design 2
10Campaign direction 02
JINRO UK launch campaign design 5
11Campaign direction 05
JINRO UK launch campaign design 6
12Campaign direction 06
JINRO UK launch campaign design 7
13Campaign direction 07

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