In 2014, with rapid urbanization completed, people of Korea are increasingly overstretched with low employment rate, excessive competition and so on, while younger generations have less experience of resting in natural settings and take a dwindling interest in environment.

As the country's leading eco-friendly company that has conducted KEEP KOREAN GREEN Campaign for last 30 years, Yuhan Kimberly wants to go beyond the CSR activity for increasing woods to meet people with a novel and fresh campaign.

We think that transforming frequently used products into what would conjure up a forest to urban dwellers or equipping them with interesting uses in a forest is more effective in providing them with a natural experience of a forest than just verbally egging them on to go to the woods.

By surveying popular malls for 2029 generation (those in their 20s) as our main targets and through a deep interview with 20 additional persons, we have examined the target's general pattern-of-life while studying the stuffs they usually carry or they want to have.