Across Digital and Spatial Platforms

KakaoBank Save Race 2024
On November 10, 2024, KakaoBank launched its first large-scale offline campaign, “Save Race”, an eco-friendly charity marathon in collaboration with UNICEF. As part of KakaoBank's ESG initiatives, All participation fees were donated to support children affected by climate change worldwide. To make a strong impression for its first marathon, KakaoBank developed a bold and trendy identity featuring Choonsik and a dynamic marathon track as key visuals.
The design metaphorically conveys the message that runners’ efforts help children gain freedom, represented by Choonsik soaring into the sky after racing along the track. The primary colors, yellow and blue, symbolize the partnership between KakaoBank and UNICEF while creating a vibrant and energetic atmosphere. The logotype incorporates smooth curves inspired by the marathon track, particularly in the S and R, reinforcing a sense of motion and confidence, reminiscent of sports branding.
A multi-layered brand experience was designed across digital and physical touchpoints. Sustainable materials, such as upcycled fabrics and biodegradable vinyl, were used for merchandise, minimizing environmental impact. The offline event featured a giant Choonsik balloon and interactive photo zones, enhancing engagement and immersion. The promotional video introduced a unique crew of cat characters alongside Choonsik, leaving a strong visual impression and encouraging participation.
Through Save Race, KakaoBank extended its brand identity while integrating social impact into design, creating a meaningful and engaging experience.​​​​​​​

Kakaobank Save Race 2024
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Creative Direction : Hyeram Kim
Executive Direction : Seunghwan Lee
Design : Ziyoung Kim, Seunghyun Lee, Seoyoung Kho
3D Graphic & Video : Suess Studio
Photography(Venue) : Unexpected
Photography(Goods) : MH Photograghy
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© Kakaobank Corp.
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