Outdoor ad: GS25: Lifeguard Snack, 1

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Top 6: September 18th 2024

Snacks can save lives. Cheil Worldwide Seoul and South Korean convenience store chain GS25 present ‘Lifeguard Snack’, a snack that doubles as lifesaving equipment in water. The campaign aimed to change people’s perceptions of water rescue equipment, helping them realize that any item that floats can help save lives in an emergency. Lifeguard Snack incorporated the color and shape of the rescue buoy used by lifeguards into the package design of chip bags. It comes in bright orange, grips on both sides to be held with both hands, and a hole to put a rope in. Cartoon-like instructions are illustrated on the back of the package so anyone can easily understand how to use the Lifeguard Snack. It took four months for GS25 and Cheil Worldwide to develop the Lifeguard Snack. In cooperation with maritime rescue experts, the Lifeguard Snack was tested and also used for water safety education among children.