Client/Brand
Coupang – South Korea’s largest e-commerce platform, often referred to as “the Amazon or FedEx of Korea” for its ultra-fast logistics and delivery system.
Coupang – South Korea’s largest e-commerce platform, often referred to as “the Amazon or FedEx of Korea” for its ultra-fast logistics and delivery system.
Role
Concept Planning / Art Direction / Video Editing
Concept Planning / Art Direction / Video Editing
Overview
This concept addresses the growing problem of voice phishing and identity theft in South Korea, often enabled by exposed personal information printed on shipping labels.
Many scam cases have been traced back to packages where names, phone numbers, and addresses were left visible on discarded boxes.
We proposed a security-enhancing shipping label that uses air-sensitive ink protected by a thin film.
Once the customer removes the film and discards the label, the ink reacts with air and quickly evaporates—erasing all personal information without extra effort.
This concept repositions Coupang not just as a fast and affordable delivery company, but as a brand that protects everyday peace of mind for consumers.
Many scam cases have been traced back to packages where names, phone numbers, and addresses were left visible on discarded boxes.
We proposed a security-enhancing shipping label that uses air-sensitive ink protected by a thin film.
Once the customer removes the film and discards the label, the ink reacts with air and quickly evaporates—erasing all personal information without extra effort.
This concept repositions Coupang not just as a fast and affordable delivery company, but as a brand that protects everyday peace of mind for consumers.
Process
• Identified the social issue: personal data on shipping labels contributing to large-scale phone fraud
• Researched real consumer pain points and vulnerabilities in last-mile logistics
• Proposed an ink technology that evaporates upon air exposure, secured with a peelable protective film
• Designed a video that demonstrates both the technical function and emotional impact of the solution
• Positioned the message as an extension of Coupang’s brand ethos: to be more than fast—to be caring and protective
Outcome/Results
The project was selected as a Finalist at an international advertising awards festival,
recognized for its creative application of material technology, consumer insight, and brand integrity.
It sparked positive attention from global creative directors for turning an overlooked detail—shipping labels—into a storytelling moment about trust and safety.
recognized for its creative application of material technology, consumer insight, and brand integrity.
It sparked positive attention from global creative directors for turning an overlooked detail—shipping labels—into a storytelling moment about trust and safety.
