BEETROOT DESIGN GROUP
Designer profile
Hyungkyun Oh is the executive creative director of the.WATERMELON. He joined the agency in 2021. Since his award-winning 2013 “Bridge of Life” campaign, which garnered 37 awards including the prestigious Cannes Titanium Lion, Hyungkyun Oh has won over 147 creative awards across the world, making him the most awarded creative individual in Korea.
the.WATERMELON interviewed by Red Dot
Red Dot: Why did you become a designer?
the.WATERMELON: At first, I was trying to make a living. Now, I’m trying to live a meaningful life.
To what extent do you think new technologies are changing design?
To some extent, we believe creativity can change human behaviour. Technology alone cannot change it.
Which three adjectives best describe your award-winning project?
Innovative, enjoyable and relevant.
Was your award-winning work inspired by current social issues?
The COVID-19 pandemic was definitely the issue we started from. Drinking and talking in bars was considered a serious cause of the spread of the coronavirus around the world. We were wondering how we could get people to drink in the safe environment of their homes.
Please describe the concept of creativity against the background of your award-winning work.
To get people to enjoy a drink safely at home, we designed the “Cheers Fan”. With one hand it holds a small drinking glass, users can clink glasses together as the fan rotates. The fan keeps users cool throughout the day, and when they feel like having a drink at home, it becomes their drinking buddy.
