Lotte Mart Wins German IF Design Award for 'Environmental Campaign Capturing Animals' Perspectives'

Branding Category Communication Division 'Grand Prize'

[Asia Economy Reporter Minyoung Cha] Lotte Mart announced on the 20th that its ‘Gatgiyayo Campaign’ won the main prize in the Communication category of Branding at the ‘IF Design Award,’ one of the world’s top three design awards.

The Gatgiyayo Campaign, which won this award, is a campaign that has been encouraging participation in environmental protection since last September by promoting the use of shopping baskets in stores.

The shopping baskets and products of the Gatgiyayo Campaign feature characters of representative animals living together in nature, such as whales and turtles living in the sea, bears and squirrels living in the mountains, and birds living in the sky. It emphasizes the necessity of environmental protection from the perspective of animals to humans who do not consider the importance of the ecosystem.

The slogan was also selected as “Let’s create a clean Earth together” to draw consumer participation, along with the message “Let’s live together with animals, the relatively weak.”

Seohyun Sun, Head of Design Management at Lotte Mart, said, “Our goal is to create campaigns that customers can participate in their daily lives,” adding, “We will continue activities to enhance the value of a good company, an eco-friendly social enterprise, and customer empathy.”

Meanwhile, Lotte Mart previously won the Communication Design category at the 2017 Red Dot Award for ‘Urban Forest,’ a resting space for residents. At the 2018 Red Dot Design Award, it won the Communication category for its private brand (PB) ‘Only Price,’ and last year at the IF Design Award, it won the main prize in the Packaging category for a ‘multi-tap’ designed for easy cable management.