Created by an all AAPI team, R/GA and P&G’s latest campaign “The Name” tells the story of a Korean American girl named Yeong Joo [yUHng-ju] Park and highlights the importance of learning and respecting AAPI names as “American” names.

My role included concepting and designing the social activation and the landing page of the campaign. I’ve also participated in preparing the pre-production deck.

Learn more about the project ︎︎︎

RECOGNITIONS

ADC Awards
Advertising: Integrated - Gold
Advertising: Television / Film / Online Video - Gold

CLIO Awards
Integrated - Bronze

Effie US Awards
Social Good - Diversity, Equity & Inclusion / Positive Change - Winner

One Show
Film & Video - Merit
Integrated Campaign - Merit

Fast Company’s World Changing Ideas Awards
Marketing & PR - Finalist

Fast Company Innovation by Design Awards
Social Justice - Finalist

ANA Multicultural Awards
Socially Responsible - Winner
Asian - Winner
Digital & Mobile - Winner

SELECTED PRESS

AdAge : P&G’s AAPI Heritage Month Ad Asks, What is an ‘American’ Name?

AdAge : The Top 5 Creative Campaigns You Need To Know About Now

NowThis : Belonging Starts With a Name

Credit

Agency: R/GA NY

Global Executive Creative Director: Gabriel Cheung
Group Executive Creative Director: Por Hsian Zhang (Xavier Teo)
Creative Director: Leah Alfonso
Art Director: Woohyun Lim
Executive Producer: Sonal Heda
Copywriter: Maya Shaddock
Senior Content Producer: Greg Netter
VP, Executive Strategy Director: Meghann MacKenzie
Senior Visual Designer: Samuel Kim

NEXT PROJECT ︎︎︎