Beautiful Store, a well-known Korean non-profit organization promoting sustainability by reselling donated goods, has built a strong reputation. However, many people are unaware of what happens beyond the act of donating items or how the organization’s efforts contribute to making a difference in the world. This highlighted the need for a campaign that not only showcases Beautiful Store’s vision, initiatives, and dedication to creating a better world but also fosters a deeper understanding and greater involvement among the public.

Rather than challenging the existing perception of Beautiful Store as a second-hand shop, the campaign sought to deepen that understanding and encourage a more positive attitude through thoughtfully crafted storytelling. The campaign carefully illustrated Beautiful Store’s vision of a better world and the various projects it undertakes to achieve this goal. Through the campaign narrative, audiences were naturally guided to recognize the organization’s efforts and, ultimately, inspired to take further action, such as becoming a monthly donor.

To encapsulate this mission, the brand slogan "A Beautiful World Doesn’t Happen by Chance" was developed, representing the collective efforts and commitment of Beautiful Store in building a better world.