Yutts, When something screws you over
Launched in 2013 claiming to support Korean modern yeot(sweet taffy), “Yutts.” Story communication company ALLTHATSTORY and Sancheong Oriental Medicinal Herb Institute jointly developed the “Yutts” concept as medicinal herb candy. action seoul was in charge of brand positioning and presented ‘Gi’ as a storytelling character to give witty brand image of high quality.
The character ‘Gi’ plays a role as an on/off-line brand communicator by giving sarcastic remarks on the ingredients and effects of “Yutts” metaphorically. As ‘eating sweet taffy(Yutts)’ and ‘screwing somebody over’ are homonyms in Korean language, witty wordplay is applied in various ways.
For example, Yutts with ‘Rehmanniae Radix Preparata’ is good for fatigue recovery when ‘overtime work screws you over’ while Yutts with ‘mulberry leaves’ is effective for memory improvement when ‘grade in school screws you over.’
The character ‘Gi’ plays a role as an on/off-line brand communicator by giving sarcastic remarks on the ingredients and effects of “Yutts” metaphorically. As ‘eating sweet taffy(Yutts)’ and ‘screwing somebody over’ are homonyms in Korean language, witty wordplay is applied in various ways.
For example, Yutts with ‘Rehmanniae Radix Preparata’ is good for fatigue recovery when ‘overtime work screws you over’ while Yutts with ‘mulberry leaves’ is effective for memory improvement when ‘grade in school screws you over.’
Yutts
Client : all that story
_
action seoul
Creative Direction : Jangsub Lee
Naming : action seoul
Design : Minah Hong, Yunho Lee
Photography : Yonggil Kim
ⓒ action seoul