W.A.K.A.
Ad Campaign
2022
Promoting awareness of the Korean-American community in America and in South Korea.
The Korean-American Identity Crisis
Korean-Americans face the issue of being identified as Korean in America and as American when in South Korea. W.A.K.A. was created to spread awareness of Korean-American issues and highlight them to American and Korean audiences, and to share stories with a campaign that Korean-American communities can identify with.
Healing through Visibility
The pieces in this campaign aim to bring authenticity and visibility by featuring every single Korean surname, merging Korean and English characters to create a complete typeface, telling personal stories through the lens of food culture, and using traditional Korean visuals. These pieces were created to be displayed in both print and digital format
