The key challenge was to “show” flames to people with visual impairments. The blocks helped them “touch” flames without the risk of getting burned, while also allowing them to demonstrate their creativity rather than defining a single image for challenge and passion. The company also wanted non-impaired persons to experience the Olympic torch relay in the shoes of someone with visual impairment and worked together with the global project for the exhibition. The torch relay portion of the 100-minute journey in darkness offered visitors a new way of experiencing flames, as well as an opportunity to gain a new perspective on people with visual impairment.

The classes were conducted eight times between October 10, 2017 and February 7, 2018 at schools for the blind and elementary schools in remote areas. In each class, an average of 55 students discussed the torch and flame in groups, built their own torch from blocks, and gave presentations on their own passions and challenges. The Dialogue in the Dark exhibition opened on February 12 and took visitors on a 100-minute journey in darkness using all senses except eyesight. The torch relay was re-created in one of the sections for an opportunity to experience the event from a visually impaired person’s standpoint. Another section displayed the torch along with the Olympic emblems and the brand CI to build a positive image for the company as an official sponsor. Visitors wrote and hung messages on the wall at the end of the exhibition to show their interest and support for athletes.

433 students participated in classes, a total of 11,983 students learned about the Olympic torch and flame and the spirit of challenge and passion that it upholds. One of the videos from the school for the blind was uploaded on social media and touched the hearts of many online users with over 67,000 views on Facebook. The Dialogue in the Dark exhibition challenged a total of 6,186 visitors to overcome prejudices against the visually impaired, while also communicating the brand identity and the message of challenge and passion. The period of the exhibition was also extended 28 days due to its popularity. The company also received a torch from the Korean Sports & Olympic Committee as a token of appreciation for sponsoring the Paralympic Games and for its efforts to eradicate prejudices against people with disabilities.