Commercial renewal project: Canada Goose Light Weight Down Jacket 2018

People are afraid of cold winter. The Canadian Outdoors brand, Canada Goose, was born in 1957 for the Canadian Arctic Guards, researchers and explorers of the scientific institutes of the polar regions, and those working in the extreme weather conditions. This brand became popular under the slogan of freeing people from the cold. The current…

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Commercial renewal project: Uniqlo Ezy Ankle Pants

    Uniqlo represents SPA brands and its reasonable price attracts customers. Recently, it launched new pants called EZY ankle pants. Uniqlo promoted it on air but seemed to fail to attract attention compare to its other best selling products such as AIRISM and HEATTECT. We decided to renew the commercial of the EZY ankle pants…

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Foreigners form impressions instantly about countries

In Berlin, Germany, I met a vending machine in a steel cage. Covering the machine with a cage surprised me because it was inside one of downtown subway stations. My friend told me the machine could be damaged at night by drunken people. I formed an impression that Germany was unsafe; juvenile vandalism, an action involving deliberate…

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Opt in vs. Opt out: Different defaults in different cities

I used to order the same sandwich at the Subway in Toronto (turkey-breast on a six inch, honey oat bread with lettuce, tomatoes, onions, and black olives). Subway opened a store recently in my campus in Seoul.      I ordered the same meat and the same bread. Then, I said to a server the same…

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What makes Copenhagen the most bike-friendly city in the planet?

Many cities aim to be bike-friendly but only few succeed. Wired ranked Copenhagen as the most bike-friendly city in 2015 and in 2017. Interestingly, an article in the same magazine estimated the cost to have a bike-friendly city. … a fully-realized protected bike lane costs about $445,000 per mile, according to the San Francisco Bicycle Coalition. (Infrastructure costs vary widely…

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Artwork at ICN airport

Something colorful was hung some distance below the ceiling at the Incheon international airport (ICN). At first it looks like a bunch of tiny colorful balloons. However, each one has different shapes and even move up and down.     The name of this interesting artwork is “Hello.”   This work uses Hangeul, a major…

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Do we enjoy brunch more if we combine foods to create it?

In cafes in Copenhagen, Denmark, customers are often asked to create their own meals by combining foods. I succeeded in this creative task in one cafe but did not in the other. Two cafes have slightly different menus.     I enjoyed the meal in the Mad & Kaffes (Food & Coffee). Foods were divided into six categories…

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Why do people exit the bus at the front door?

At Quora, someone asked “Why do people exit the bus at the front door even when it’s not crowded?” It received seven answers.     Habit. If a bus has two doors it is actually more efficient for passengers to exit by the back door as any new passengers enter through the front door. However, most…

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A choice architecture to reuse hotel towels

Banff Aspen Lodge has an interesting environmental incentive program. If guests stay two or more nights and prefer no housekeeping service in this hotel, it offers a choice of options for the guest’s consideration:   Option 1: The hotel will make a donation of $4 on behalf of guests to the Banff Community Foundation, which supports environmental initiatives…

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Positioning map helps consumers make decisions

Fairmont Chateau Lake Louise is a hotel in Alberta, Canada. Surrounded by mountain peaks and an emerald lake in the Banff National Park, this hotel has a pub for the outdoor enthusiasts coming from all over the world. At the pub, the menu was carefully designed for foreigners by mapping local drinks in two dimensions:…

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A surprising ride at Legoland

Lighthouse is a ride in Legoland Billund, Denmark. It looks like a small-sized drop tower exclusively designed for kids or even toddlers. I expected young riders would experience free-fall initially, followed by modest deceleration.     Surprisingly, it is not a drop tower. Instead, riders need to pull the rope until they hit the top. Legoland website explains it. Children…

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Language barrier makes virtual reality more real

At Prague, Czech Republic, visitors experienced riding a new tram called T3 Coupe in virtual reality. The T3 tram is an iconic component of the Prague city scape. In collaboration with Anna Marešová designers, the Prague Public Transit Co. has created a new pleasure tram concept based on the tradition of the Tatra T3 tram, putting this legendary vehicle…

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How does Taipei MRT differ from Copenhagen metro?

Taipei Metro covers more stations than Copenhagen Metro. It covers 117 stations (vs. 22 stations). Like other Asian trains, it has seats designated for the people who are in need. A poster in the train asks us to “stand up for someone in need” in a gentle and polite way, that is, “也許他/她有需要,只是你看不到 (maybe she/he has…

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