Dongseo University Student Wins Victory at New York Festival Advertising Awards

One of the World's Top 3 Advertising Festivals... Submission of the Idea 'Throwing Away Old Clothes While Traveling'

Students from Dongseo University who won the Winner award at the New York Festivals Advertising Awards, a global advertising festival. (From left) Lee Chasu, Kang Kyungok, Kim Myungju, Kim Taehyun.

[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Yong-woo] ‘Throwing away unworn clothes packed tightly in a suitcase at the travel destination.’ This unusual idea caught on in the American advertising industry and won a major award.

Dongseo University announced on the 1st that its design college students were selected as ‘Winners’ in the advertising category at the ‘New York Festivals Advertising Awards,’ one of the world’s top three advertising festivals.

The main contributors are four students from this university: Lee Chi-su, Kang Kyung-ok, Kim Tae-hyun, and Kim Myung-joo. The award-winning work was produced in the ‘Conceptual Planning’ course, a capstone design class led by Professor Ryu Do-sang of the Link Project Group.

The project is titled ‘DRESS BNB.’ It is a somewhat absurd idea of trading used clothes through Airbnb, the global travel site.

Guests staying at accommodations booked through Airbnb take photos of clothes they want to discard and register them on Airbnb. The host of the accommodation then inspects the condition of the clothes, checks their quality, and waits for approval. Once approved, the clothes are hung in the wardrobe so that other guests can choose to buy or borrow the registered clothes at the accommodation. Through this so-called ‘DRESS BNB,’ travelers can reduce the luggage in their carriers and recycle unworn clothes by sharing them worldwide.

Started in 1957, the New York Festivals Advertising Awards is considered one of the world’s top three advertising festivals alongside the Cannes International Advertising Festival and the Clio Awards. This festival is highly popular, with advertising, content, and promotional productions submitted from over 50 countries worldwide.

Lee Chi-su, a third-year student in the CA route at Dongseo University, said, “I can’t believe we won the New York Festivals Advertising Award Winner,” adding, “I think the good result came from sharing the experiences the team members had through various attempts and failures.”

Over the past five years, Dongseo University’s Design College has had as many as seven teams win the Winner award at the German Reddot Award and has received four Minister of Trade, Industry and Energy Awards consecutively for four years at the Korea Design Exhibition.