Seed of the heart

interactive campaign with a Mobile app




  • Work type: Professional work / Group work 
  • Client: KT 
  • Agency: Playground
  • Year: 2016
  • My position: Copywriter/Planner 
  • My role: Copywriting, PR 
  • Media: Mobile app 



Korea's largest telecommunication company KT Corporation is introducing an app called "Seeds of the heart" to help users change their smartphone use behavior and understand the importance of communication.


1. Problem

In South Korea where smartphone penetration rate is about 83% of the whole population, family and friends experience communication breakdown due to their overuse of smartphone.  (*Source: Mobile trend report, KT, 2015) 



2. Insight


Technology is one part, but your heart is all for better communication.

We might be missing out on more important things in life because we are checking our phones too often. The people around you need your attention. Can telecommunication help you communicate with people?





3. Brand legacy & Idea 

A paradox message fROm a leading telecommunications company 

KT is Korea’s largest telephone and internet company. KT has been leading the development of the information
and communications industry of Korea since its founding in 1981.  They introduced 5G, the next-generation network, to the world, and KT is leading the 4th industrial revolution with their innovative network in South Korea. 

What if the largest telecommunications company lead the campaign saying not to use a smartphone?  It sounds like a paradox, because the excessive use of smartphone makes a huge profit in their position. However, the essence of telecommunication is real communication. We at Playground want to deliver this value with KT as a paradox. 

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4. Concept : the seen to the UNSEEN

It takes time, attention and love to grow a flower. A real communication is like a growing a flower. 'Seeds of the heart' is a mobile application to grow a virtual flower. Users could send a letter with a real flower if they successfully grow a virtual flower in the app. However, a virtual flower could be grown up only when users do not use their smartphone for a certain amount of time. In other words, we could see a precious person's face in front of us if only we raise our head from our smartphone. 

It is not an easy goal to obtain. Users need to change their smartphone usage to grow up a virtual flower with the app, and it takes time and patience. However, users would self check their excessive use of smartphones and realize the importance of real communication and relationships. We set twelve stages of growth, and every time the phone is overused the app wilts the flower.



5. How to use

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