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 contributions included conceptualizing and designing the campaign’s social activation and landing page. Additionally, I assisted in preparing the pre-production deck.

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

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