Businesses produce enormous amount of PR products and never hesitate to invest in marketing. However, which companies do it for their consumers? Are they investing in their relationship with consumers honestly? Companies should try to create a product that includes thoughtful content that can create a path of communication with their consumers. 'Guerrilla creative project' is a new way to provide that communication. This project combines public centered content and guerrilla marketing strategies. To put it simply 'Guerrilla creative project' is not only profit focused, but it puts importance onto social and public issues. Wide spread strategy of world businesses is to hire a celebrity to promote their products however that has low or none beneficial effect on public issues. Instead 'Guerrilla creative project' proposes a consumer conscious strategy, in which the campaign is not using media as a conductor, but instead power of word between people

기업은 브랜드 PR을 위해서 수 없이 많은 컨텐츠를 생산하고 있으며 이 컨텐츠를 위해 어떠한 투자도 아끼지 않는다. 하지만 정작 소비자, 대중을 위해서는 어떤 투자가 이루어 지고 있는가. 이제 기업들은 대중을 위한 컨텐츠를 마련해야 하고 그 컨텐츠로 하여금 대중과의 새로운 커뮤니케이션을 모색해야 한다. 

게릴라 크리에이티브 프로젝트는 새로운 커뮤니케이션의 일환으로서 공공을 위한 컨텐츠를 게릴라마케팅과 결합시킨 프로젝트이다. 기업은 공공의 목적성을 띈 컨텐츠을 대중에게 제공하고 대중은 이 공익을 위한 컨텐츠으로 하여금 이슈를 만들게 된다. 이 이슈는 자동적으로 기업의 이미지 상승으로 이어지게 된다. 결과적으로 게릴라 크리에이티브 프로젝트는 공공의 목적성뿐만 아니라 기업의 수익 창출로 이어지는 순기능을 담은 프로젝트이다.

‘How to Make’ Project

Subject to good products, it should have its own style, which could transfer to the other styles while it is used. Therefore, good products will be used by users for long terms and will keep its constant values. This project call, 'How to Make' has a various merits. This is because users are not only purchase the product, but they also can create its new styles, as well as new values while they are using it. In fact, the main agenda for this project is to encourage for consumers to have a sustainable and conscious consumption. This project provides manuals and its parts for users. It is simple and easy for users to assemble the parts by using ordinary house tools. In addition, made of reasonable materials. It also shares the prototype of the product with other consumers and they can make it themselves by buying reasonable amount of material.