Cannes Lions

Still Perfect Cookies

KOREA FOUNDATION FOR PERSONS WITH DISABILITIES, Seoul / KOREA FOUNDATION FOR PERSONS WITH DISABILITIES / 2019

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Case Film

Overview

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Credits

Overview

Background

In Korea, the perception of people with disabilities as “faulty” or “defective” is pervasive.

In Korea, 80% of people with disabilities have experienced discrimination in their daily lives and 95% have been the target of hate speech.

Idea

So, for Christmas, we planned a project to improve the perception of disability.

We made gingerbread man cookies that look different but are still delicious.

These cookies deliver the message that just as they have different shapes,

but are equally delicious, disabled and non-disabled people might look different, but are all equally perfect.

We wanted to spread this message with something that anyone could enjoy or give as Christmas gifts.

Execution

We made gingerbread man cookies with short arms or short legs.

These cookies deliver the message that just as they have different shapes,

but are equally delicious, disabled and non-disabled people might look different,

but are all equally perfect.

We wanted to spread this message with something that anyone could enjoy or give as Christmas gifts.

The cookies were released through crowdfunding site and bakeries.

Outcome

- Sales goal surpassed within an hour

- 3000% of sales goal met in total

As soon as the cookies launched, we surpassed our sales goal within one hour, and cookie sales spread nationally.

Through press and social media, the message behind Still Perfect Cookies spread here and there throughout Korean society.

The proceeds raised through cookie sales were used to fund a Christmas party and purchase gifts for disabled children.