At LR Seoul, our team developed campaigns for LocknLock’s refrigerator and freezer containers. The core insight we uncovered was the everyday contradiction in consumer behavior: people shop with extreme care—checking freshness, price, and quality—yet often store their groceries carelessly once they get home. Another common habit we highlighted was buying “too much,” rationalized with the thought “I can just freeze it,” only to lose food later due to improper storage.

Building on these insights, we created relatable films that resonated with consumers and reinforced a simple message: we don’t need more, but we need better ones.