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HeejaeChoiI MAKE
MY OWNLUCK.
A passionate and motivated Advertising student with a strong desire to gain work
experience in the field of advertising. As a fourth year student, I have always strived to explore new opportunities and interact
with different individuals to become a multi-disciplinary designer. My biggest
assets include passion, work ethics, dedication, and willingness to learn.
P o r t f o l i o p a c k a g e
a d v e r t i s i n g c a m p a i g n c o n c e p t s
McCafé is a recent premium coffee brand under McDonald’s. It has been around for few years but it still needs to advertise its unique selling proposition because of the image of fast food chain.
ambient placement, McCafé
McCafé, contrary to the image of McDonald’s fast food, counts on freshness and premium quality since it uses 100% freshly ground espresso beans. Though, individuals, who haven’t tried its coffee, may have misconception of it being lower-quality compared to other premium coffee brands like Starbucks.
The solution is simple: showing the audience that it is really fresh. To demonstrate the “freshly ground” feature, the rotating door and escalators are adopted as coffee bean grinders.
what will save your life in the end
www.bloodservices.ca
it’s in you to give
For outdoor campaign, I have replaced the paddings with blood bag �lled with red liquid covering lamp posts or poles around the cities and outdoor leisure spots since a lot of accidents are caused by people bumping into them. Blood bags and their labels will raise the awareness, and some statistics will be provided on them as well.
what will save your life in the end
According to Canadian Blood Services, over 2000 units of blood are needed every day in hospitals across Canada. One unit of blood is equal to 450ml, and the average number of units required per patient is 4.6 units--which means a single blood donation can help save up to three lives. However, hospitals are always short of blood bags as the public does not feel the immediate need of blood donation.
This particular campaign is conceptualized around the fact that not many people are aware of the importance of blood donation. To bring more awareness, the message had to be direct and clear: donated blood, in the end, is what will save your life after any severe accidents. Outdoor campaign contains mock blood bags, large enough to wrap around poles in various places, as replacement to the safety paddings. Print/web-banner ads include images of seatbelts and air bags made of blood bags to emphasize the message, and the pamphlet has adopted the shape of blood veins.
a d v e r t i s i n g c a m p a i g n c o n c e p t sambient placement, web banner, pamphlet, Canadian Blood Services
Haagen Dazs is a premium ice cream brand well-known for its quality and consumer loyalty. Despite the brand’s premium status, due to the competitive nature of the market, the message that Haagen Dazs tries to convey is lost amongst its competitors. Therefore, the brand needs to reinforce the message of “reward yourself with Haagen Dazs,” to emphasize its brand identity.
This campaignable concept is created around the idea of treating yourself and escapism from the hardships of work and life.
a d v e r t i s i n g c a m p a i g n c o n c e p t sdigital ambient, outdoor, Haagen Dazs
The first outdoor campaign is adopting the technology of motion-detective computer graphics like roller coaster background in Photobooth and weather forecast background.
The second one is more literal: you escape to a place you want to be through Haagen Dazs.
100% Canadian grains: natural, healthy and nutritious
Quaker Oats has been the market leader in the oatmeal and granola bar categories for a long time. Over the years, its advertisement has lost its edge, and the message became too vague and general. To get the message of 100% natural Canadian oats across the target market, who are young moms between the ages of 25-40, it needs more than just images of their products.
These print campaign concepts link the natural snacks to Quaker’s products which are made of natural ingredients. The combination of raisins, colour and the shape of a bowl of oatmeal resembles a sliced apple. Quaker products do not contain unnatural colours like pink or blue. From its appearance to the ingredients, they truly resemble the nature.
a d v e r t i s i n g c a m p a i g n c o n c e p t sposter, Quaker Oats
This poster is created to effectively illustrate and advertise Spence Diamonds’ real character. Because they are targeting males between 25-35 who are first time marriers, their campaign needs to grab the core human insight about guys and their humour. This campaign is for guys who don’t get those countless hints dropped by girls.
We know a hint when we hear it.
“Honey, I don’t want anything. If you just promise to be with me forever, that is more than enough. Oh, by the way, I met my friend Stacey today. Do you remember her? My college friend Stacey. That girl with emerald eyes with short cut blonde hair. She wants to invite us for dinner, so she told me she’s going to give me a ring around 5.”
G r a p h i c D e s i g n w o r kart direction, editorial design, link Magazine
연말을 즐겁게 보내는 방법 한가지! 맛있는 것을 많~이 먹는다!
송년파티라고해서 카운트다운과 알코올만 중요한게 아니죠?
금강산도 식후경으로 미룬다 하는데. 밖에서 매일같은 음식 드시지 마시고
이번 달은 link가 준비한 에피타이저와 메인 디쉬, 디저트 레시피들로 입도
눈도 즐거운 연말을 보내보아요
bonAapp
etit
i
year-e
nd party
recip
es
Link Magazine focuses on topics related to art, design and urban trends. I have done a variety of editorial design work from an expressive, artsy design to an architectural design with big bulks of texts.I discuss with the art team, which is responsible for illustration, photographs and other visuals for the contents, and get involved in the editorial team to give them a guidance and create editorial designs.
G r a p h i c D e s i g n w o r kart direction, editorial design, infographics
Do
You
Re
ad
Me?
Radi
o fr
equ
ency
iden
tifi
cati
on
wil
l tr
ack
good
s fr
om t
he
fact
ory
to y
our
hom
e—an
d ev
en l
et t
hem
com
mu
nica
te
wit
h yo
ur
appl
ianc
es.
But
who
wil
l be
lis
teni
ng in
?
by John Lor
inc
tech
nolo
gy
RFID is
a t
iny t
echn
ologica
l Trojan h
orse
that w
ill oblite
rate w
hat
rema
ins of
our
priva
cy.
by a
ny m
easu
re,
a st
agge
ring
sum
, a
Mou
nt
Ever
est o
f los
t opp
ortu
nity
. Eve
ry y
ear,
acco
rd-
ing
to an
expe
rt ci
ted
by th
e Fed
eral
Tra
de C
om-
miss
ion,
Am
eric
an m
erch
ants
lose
as
muc
h as
$3
00 b
illio
n (U
.S.)
in r
even
ues
beca
use
they
’ve
lost
tra
ck o
f goo
ds s
omew
here
on
the
jour
ney
betw
een
fact
ory
and
stor
e sh
elf.
But
it’s
noth
ing
a lit
tle t
echn
olog
y ca
n’t
solv
e, if
you
ask
advo
cate
s of
rad
io f
requ
ency
id
entifi
catio
n (R
FID
) sys
tem
s. In
fact
, RFI
D w
ill
inev
itabl
y re
volu
tioni
ze n
ot j
ust
reta
iling
, bu
t al
so m
anuf
actu
ring
and
ever
y st
ep in
bet
wee
n—no
t to
men
tion
the
cons
umer
exp
erie
nce.
Why
“i
nevi
tabl
y”? B
ecau
se W
al-M
art w
ants
it.
In a
n RF
ID s
yste
m, e
lect
roni
c re
ader
s ar
e de
ploy
ed a
long
the
sup
ply
chai
n. Th
e re
ader
s sc
an a
uniq
ue d
igita
l cod
e on
each
ship
ping
case
’s RF
ID ta
g—a s
ilico
n ch
ip th
at ca
n be
as sm
all a
s a
grai
n of
ric
e, w
ith a
tiny
ant
enna
atta
ched
—an
d lin
k th
at in
form
atio
n to
a v
ast
data
base
. Voi
la:
You’
ll al
way
s kno
w w
here
you
r shi
pmen
t is.
But
as w
ith s
o m
any
exch
ange
s of
dig
ital
info
rmat
ion,
RFI
D c
uts t
wo
way
s. O
n on
e ha
nd, p
ropo
nent
s sa
y its
ben
efits
w
ill e
xten
d fa
r bey
ond
the
supp
ly c
hain
, affe
ct-
ing
area
s as d
iver
se a
s foo
d sa
fety
, sec
urity
and
he
alth
car
e. Th
ey fo
rese
e a
day
whe
n th
ere
will
be
an
“int
erne
t of
thi
ngs”
—m
eani
ng v
irtu
ally
al
l obj
ects
will
hav
e em
bedd
ed R
FID
chi
ps, a
l-lo
win
g th
em t
o be
loca
ted
in t
ime
and
spac
e w
ith th
e ea
se o
f a G
oogl
e se
arch
. Fo
r sk
eptic
s, RF
ID i
s a
tiny
tech
nolo
gica
l Tr
ojan
hor
se t
hat
will
obl
itera
te w
hat
rem
ains
of
our
priv
acy.
Cor
pora
tions
, gov
ernm
ents
and
po
lice
will
be
able
to k
now
you
intim
ately
, fro
m
wha
t you
’re re
adin
g to
whe
re y
ou li
ke to
go.
And
th
ose
are
just
the
legi
timat
e us
es. B
y de
ploy
ing
conc
eale
d re
ader
s, ev
eryo
ne f
rom
em
ploy
ers
to
crim
inal
s will
be
able
to c
over
tly sc
an y
our b
ank
card
s and
pos
sess
ions
. In
this
scen
ario
, you
r dat
a an
d ev
en y
our i
dent
ity w
ill b
e fre
e for
the t
akin
g.
Whi
le th
e tec
hnol
ogy h
as b
een
arou
nd si
nce
the
Seco
nd W
orld
War
, the
rag
e fo
r RF
ID d
ates
to
the
late
199
0s, w
hen
MIT
, usin
g fu
nds
from
Pr
octe
r &
Gam
ble
and
othe
r co
rpor
ate
sour
ces,
set u
p a
rese
arch
shop
to d
evel
op a
succ
esso
r to
th
e bar
code
. One
of i
ts ea
rlies
t com
mer
cial
appl
i-
catio
ns w
as a
t Exx
onM
obil
(in C
anad
a Im
peria
l O
il), a
llow
ing
cons
umer
s to
pay
for
thei
r ga
s by
us
ing
an R
FID
read
er o
n th
e pu
mp.
Now
a sl
ew
of o
ther
appl
icat
ions
are i
n th
e wor
ks.
Whe
n A
lain
e M
oss,
the
oper
atio
ns m
anag
er
for
the
Can
adia
n RF
ID C
entr
e, h
auls
a tr
ol-
ley
load
ed w
ith 2
% m
ilk p
ast a
pai
r of r
eade
rs,
they
send
out
sign
als t
hat d
etec
t the
RFI
D ta
gs
on e
ach
case
of
milk
. Su
dden
ly,
long
str
ings
of
dig
its a
ppea
r on
the
mon
itors
loca
ted
near
ea
ch r
eade
r. (W
here
a b
ar c
ode
deno
tes
only
th
e m
anuf
actu
rer
and
cate
gory
of
prod
uct,
the
256-
bit s
trin
g of
dat
a on
an
RFID
chi
p ha
s en
ough
capa
city
to u
niqu
ely
iden
tify
each
indi
-vi
dual
obj
ect.)
The
info
rmat
ion
on t
he s
cree
n re
veal
s the
ori
gin
of e
ach
case
of m
ilk, i
ts b
est-
bard
, vic
e-pr
esid
ent o
f Map
le L
eaf G
loba
l Foo
ds,
whi
ch is
par
ticip
atin
g. G
abba
rd, l
ike
mos
t sup
-pl
y ch
ain
expe
rts,
adm
its M
aple
Lea
f ha
s lit
tle
choi
ce b
ut t
o go
alo
ng, t
he w
ay t
he a
uto-
part
s se
ctor
did
whe
n th
e ca
rmak
ers i
mpo
sed
just
-in-
time d
eliv
ery
in th
e ear
ly 1
990s
. “Te
n ye
ars f
rom
no
w, fo
lks
are
goin
g to
say
, ‘O
f cou
rse,
it w
as a
no
-bra
iner
,’” h
e sa
ys.
The
groc
ery
dist
ribu
tors
’ tr
ial
is i
nves
ti-ga
ting
whe
ther
RFI
D c
an c
urb
that
all-
too-
fa-
mili
ar co
nsum
er co
mpl
aint
that
adve
rtis
ed sp
e-ci
als
are
out
of s
tock
. As
IBM
Can
ada’s
RFI
D
prac
tice
lead
er, S
hai V
erm
a, n
otes
, con
sum
ers
can’
t find
the
exac
t pro
duct
they
’re a
fter
abou
t 8%
of t
he ti
me.
In fu
lly h
alf o
f tho
se c
ases
, the
re
taile
r end
s up
losi
ng th
e sa
le.
Verm
a say
s RFI
D w
ill p
rovi
de in
stan
t “vi
s-ib
ility
.” If
som
ethi
ng’s
not w
here
it sh
ould
be,
it
can
be lo
cate
d w
ith th
e cl
ick
of a
mou
se. Th
at,
in a
ny e
vent
, is
the
prom
ise,
and
the
ben
efits
cl
early
inte
rest
exec
utiv
es li
ke G
abba
rd: “
Do
we
know
toda
y ex
actly
how
man
y st
ores
our
pro
d-uc
ts g
o in
to fo
r a p
artic
ular
pro
mot
ion?
I’d
say
we
coul
d us
e be
tter i
nfor
mat
ion
abou
t tha
t.”Th
ere
are
som
e bu
gs t
o w
ork
out,
of
cour
se. O
ne is
sue i
s tha
t RFI
D re
ader
s fun
ctio
n di
ffere
ntly
dep
endi
ng o
n th
e m
ater
ials
they
’re
scan
ning
. M
etal
s an
d liq
uids
, fo
r ex
ampl
e,
seem
to
inte
rfer
e w
ith t
he r
adio
wav
es. Th
en
ther
e’s t
he q
uest
ion
of d
istan
ce: M
ost
read
ers
mus
t be
with
in fi
ve m
etre
s of
the
RFID
tag
for
it to
wor
k eff
ectiv
ely.
(On
so-c
alle
d ac
tive R
FID
ta
gs,
whi
ch a
re e
quip
ped
with
tin
y ba
tteri
es,
the a
nten
nas t
rans
mit
sign
als o
ver c
onsi
dera
bly
long
er d
istan
ces.)
Res
earc
hers
are
tryi
ng to
ex-
pand
the
rang
e, b
ut th
at re
finem
ent w
ill c
reat
e ot
her i
ssue
s. Fo
r exa
mpl
e, h
ow d
oes t
he re
ader
it is,
befo
re d
ate
and
a lis
t of
the
pla
ces
it’s
been
. W
hen
a ca
se g
oes
past
, say
, loa
ding
doc
k 13
, th
e co
mpu
ter s
yste
m c
reat
es a
n el
ectr
onic
dat
e st
amp
in it
s da
taba
se in
dica
ting
the
arri
val o
r de
part
ure
of th
at p
artic
ular
cas
e.It
wor
ks in
rev
erse
, too
, say
s M
oss,
push
-in
g th
e tr
olle
y in
to a
n un
refr
iger
ated
stor
eroo
m
who
se d
oorw
ay is
flan
ked
by m
otio
n de
tect
ors.
Whe
n th
ese
devi
ces
twig
to th
e pr
esen
ce o
f an
item
who
se c
ode
indi
cate
s th
at it
is p
erish
able
, a
war
ning
pop
s up
on th
e te
rmin
al, a
lert
ing
the
mat
eria
ls ha
ndle
r th
at th
e ca
rton
is a
bout
to b
e m
ispla
ced.
“It a
ll ha
ppen
s in
the b
link
of an
eye,”
sa
ys M
oss.
In m
ost
fact
orie
s an
d di
strib
utio
n ce
ntre
s, su
ch in
form
atio
n is
now
gat
here
d w
ith
hand
-hel
d ba
r co
de r
eade
rs.
With
RFI
D s
ys-
tem
s, th
ere’s
a p
rom
ise o
f far
gre
ater
auto
mat
ion
thro
ugh
all t
he s
tran
ds o
f the
sup
ply
chai
n—or
kn
ow t
hat
it’s
scan
ning
the
cor
rect
shi
pmen
t, an
d no
t one
that
hap
pens
to b
e sit
ting
near
by?
The
mos
t im
port
ant
test
is
the
“rea
d ra
te”—
the
prop
ortio
n of
tag
ged
case
s or
obj
ects
tha
t ar
e ac
cura
tely
det
ecte
d w
hen
they
pas
s w
ithin
ra
nge
of a
n RF
ID r
eade
r. If
the
scan
ners
are
m
issin
g ta
gs, R
FID
’s pu
rpor
ted
adva
ntag
e ov
er
bar c
odes
dis
appe
ars.
In f
act,
Rob
Dou
glas
, an
exe
cutiv
e w
ith
Miss
issau
ga r
eade
r m
anuf
actu
rer
Psio
n Te
k-lo
gix,
say
s it’
s a
mis
conc
eptio
n th
at R
FID
will
re
nder
bar
cod
es o
bsol
ete.
“In
itial
ly, e
very
one
thou
ght t
hat R
FID
was
a r
epla
cem
ent.”
But
he
pred
icts
that
the
tech
nolo
gy w
ill c
o-ex
ist w
ith
othe
r da
ta-c
aptu
re
met
hods
, in
clud
ing
bar
code
scan
ners
and
dig
ital p
hoto
s. Fu
ture
han
d-he
ld r
eade
rs, D
ougl
as a
dds,
will
ope
rate
in a
ll th
ree
mod
es. “
We
don’
t see
a w
orld
whe
re e
v-er
ythi
ng is
cha
nged
ove
r to
radi
o fr
eque
ncy.”
This
for
ecas
t ha
s so
met
hing
to
do w
ith
cost
. A
fter
all,
supp
liers
hav
e su
nk p
lent
y of
m
oney
into
bar
cod
e-ba
sed
syst
ems.
Goi
ng to
RF
ID m
eans
ant
eing
up
new
mon
ey f
or n
et-
wor
ks o
f re
ader
s, a
data
base
sys
tem
and
the
ta
gs t
hem
selv
es. Th
e ta
gs a
ccou
nt f
or a
lio
n’s
shar
e of
the
outla
y. (A
ccor
ding
to o
ne e
stim
ate,
ha
rdw
are
repr
esen
ts ju
st 3
% o
f the
inve
stm
ent
in R
FID
.) Ri
ght n
ow, R
FID
tag
s co
st 2
0 to
40
cent
s ap
iece
, bu
t th
e ec
onom
ic p
ayoff
won
’t cl
ick
in u
ntil
econ
omie
s of
sca
le r
educ
e th
at
pric
e to
a fe
w c
ents
. Th
e cl
eari
ng o
f th
at h
urdl
e is
im
plic
it in
a
2006
mar
ket r
esea
rch
stud
y th
at p
redi
cts
the
RFID
ind
ustr
y w
ill g
row
fro
m $
640
mill
ion
(U.S
.) in
200
5 to
$1
billi
on (U
.S.)
by 2
011.
That
re
spec
tabl
e 8%
ann
ual g
row
th ra
te w
ill b
e dr
iv-
en b
y m
ajor
pur
chas
es b
y th
e lik
es o
f Wal
-Mar
t,
MAK
E FOO
D SA
FER
If f
oo
d p
roce
sso
rs a
nd
ret
aile
rs c
an
trac
e in
gre
die
nts
to
th
e so
urc
e, t
hey
’ll
be
bet
ter
po
siti
on
ed t
o d
o t
arg
eted
re
calls
—an
d a
void
su
dd
en m
arke
t co
llap
ses
asso
ciat
ed w
ith
ou
tbre
aks,
as
hap
pen
ed w
ith
an
E. c
oli-
infe
cted
sp
inac
h
cro
p in
th
e U
.S. t
his
yea
r. “F
arm
to
fo
rk”
trac
eab
ility
—cu
rren
tly
a d
ista
nt
real
ity—
cou
ld t
rack
a T
-bo
ne
bac
k to
a p
arti
cula
r co
w in
a p
arti
cula
r fe
edlo
t in
Alb
erta
.
A mig
hty
mite
Bey
on
d b
ein
g a
to
nic
fo
r ev
eryd
ay r
etai
l effi
cien
cy, R
FID
tec
hn
olo
gy
pro
mis
es t
o:
fight
cou
nter
feit
ing
Man
ufa
ctu
rers
will
be
able
to
vo
uch
-sa
fe t
he
auth
enti
city
of
the
par
ts t
hat
ar
rive
on
th
eir
pre
mis
es. T
he
Euro
pea
n
Un
ion
has
an
no
un
ced
it w
ill in
sert
RFI
D
chip
s in
its
curr
ency
. Dru
g g
ian
t Pfi
zer
last
yea
r b
egan
affi
xin
g R
FID
tag
s to
b
ott
les
of
Via
gra
. It
has
als
o la
un
ched
a
web
-bas
ed “
auth
enti
cati
on
to
ol,”
so
ph
arm
acis
ts c
an c
on
firm
th
at w
hat
th
ey’r
e d
isp
ensi
ng
is t
he
real
McC
oy.
REDU
CE M
EDIC
AL M
ISTA
KES
In s
om
e U
.K. h
osp
ital
s, o
ut-
pat
ien
t cl
inic
s at
tach
RFI
D t
ags
to p
atie
nts
’ wri
sts
to e
nsu
re t
he
rig
ht
per
son
rec
eive
s th
e ri
gh
t p
roce
du
re. T
her
e h
as a
lso
bee
n
a p
rop
osa
l to
att
ach
tag
s to
su
rgic
al e
qu
ipm
ent,
so
han
d-
hel
d r
ead
ers
can
en
sure
th
at
no
thin
g g
ets
left
insi
de
pat
ien
ts
wh
en t
hey
’re
sew
n u
p.
so it
’s ho
ped
at th
e RF
ID c
entr
e, a
join
t ven
ture
be
twee
n IB
M an
d se
vera
l foo
d-in
dust
ry g
roup
s. “Th
ink
abou
t the
labo
ur effi
cien
cies
,” M
oss s
ays.
Wal
-Mar
t di
d. S
ince
200
4, t
he t
rend
set-
ting
reta
iler
has
pres
sure
d do
zens
of i
ts la
rges
t su
pplie
rs to
app
ly R
FID
tags
to s
ome
or a
ll of
th
eir
good
s, an
d se
t up
pro
duct
tra
ckin
g sy
s-te
ms
that
can
com
mun
icat
e w
ith t
he r
etai
ler’s
ow
n da
taba
ses.
The
early
res
ults
are
enc
oura
g-in
g: A
ccor
ding
to a
2005
Uni
vers
ity o
f Ark
ansa
s st
udy,
RFID
-tag
ged
prod
ucts
at W
al-M
art b
oast
a
16%
redu
ctio
n in
out
-of-
stoc
k po
sitio
ns a
nd a
th
reef
old
incr
ease
in sp
eed
of re
plen
ishm
ent.
By
2007
, Wal
-Mar
t will
hav
e 60
0 of
its
top
supp
li-er
s us
ing
RFID
tech
nolo
gy. Th
e co
mpa
ny a
lso
orde
red
its C
anad
ian
arm
to c
ondu
ct a
n RF
ID
pilo
t pro
ject
, whi
ch b
egan
this
fall
in 2
0 st
ores
an
d in
one
Ont
ario
dist
ribut
ion
cent
re.
Not
coi
ncid
enta
lly, t
he C
anad
ian
Cou
ncil
of G
roce
ry D
istrib
utor
s has
bee
n pl
uggi
ng aw
ay
at it
s ow
n RF
ID tr
ial s
ince
the
sum
mer
, inv
olv-
ing
IBM
, the
sup
erm
arke
t ch
ains
and
sev
eral
co
nsum
er p
rodu
ct g
iant
s, su
ch as
Gen
eral
Mill
s. Th
e sup
plie
rs an
d re
taile
rs a
like k
now
that
Wal
-M
art i
s lum
berin
g in
to th
e fro
zen
food
s aisl
e, so
it
beho
oves
them
to b
e ful
ly p
repa
red.
“We d
on’t
wan
t to
be d
ragg
ed in
to R
FID
,” sig
hs D
an G
ab-
Ger
man
gro
cery
gia
nt M
etro
and
the P
enta
gon.
Ye
t the
repo
rt n
otes
that
reta
il an
d su
pply
chai
n us
es w
ill a
ccou
nt fo
r les
s tha
n ha
lf of
thos
e rev
-en
ues.
Safe
ty a
nd se
curi
ty w
ill ta
ke u
p m
uch
of
the
rest
. (Se
e “A
mig
hty
mite
,” at
righ
t.) A
rt S
mith
, who
run
s the
Can
adia
n ar
m o
f EP
Cgl
obal
, the
RFI
D in
dust
ry’s
stan
dard
s-se
tting
bo
dy, s
ays
the
orga
niza
tion
is ba
nkro
lling
mor
e th
an 5
00 r
esea
rch
proj
ects
wor
ldw
ide
to w
ork
out R
FID
’s w
rinkl
es. M
eanw
hile
, sec
tora
l wor
k-in
g gr
oups
—in
aut
o pa
rts,
appa
rel,
heal
th c
are,
defe
nce,
etc.—
are
ham
mer
ing
out
tech
nica
l st
anda
rds f
or c
hip
desig
n, so
ftwar
e co
mpa
tibili
ty
and
cert
ifica
tion.
As
Dav
id W
ilkes
, sen
ior
vice
-pr
esid
ent
of t
he C
anad
ian
Cou
ncil
of G
roce
ry
Dist
ribut
ors,
says
, “Th
e po
tent
ial i
s lim
ited
only
by
the i
mag
inat
ion
appl
ied
to it
.”
The
boun
dles
s po
tent
ial
of R
FID
is
exac
tly
wha
t al
arm
s pr
ivac
y an
d ci
vil
liber
ties
advo
-ca
tes.
To th
em, B
ig B
roth
er lu
rks
in e
very
ap-
plic
atio
n. I
n C
alifo
rnia
, som
e bo
ards
of
edu-
catio
n re
quire
stu
dent
s to
car
ry id
entit
y ca
rds
with
RFI
D ch
ips,
whi
ch ar
e tie
d to
secu
rity
sys-
tem
s des
igne
d to
kee
p in
trud
ers o
ut o
f sch
ools.
Th
at s
tate
, W
ashi
ngto
n an
d so
me
Euro
pean
co
untr
ies
are
look
ing
to m
ake
“e-
pass
port
s”
and
driv
ers’
licen
ces
with
bui
lt-in
RFI
D c
hips
. Th
e co
ncer
n fo
r ci
vil
liber
tari
ans
is t
hat
the
tech
nolo
gy is
bei
ng u
sed
to m
onito
r the
mov
e-m
ents
not
of
prod
ucts
but
of
peop
le.
Cov
ert
read
ers,
inst
alle
d in
air
port
s or
oth
er p
ublic
sp
aces
, cou
ld b
e use
d by
law
enfo
rcem
ent a
gen-
cies
inte
nt o
n tr
acki
ng p
eopl
e w
hose
nam
es a
re
on th
e ag
enci
es’ l
arge
and
ofte
n du
biou
s list
s of
terr
oris
m su
spec
ts.
Som
e co
mpa
nies
are
als
o is
suin
g RF
ID-
base
d ID
car
ds to
thei
r em
ploy
ees,
or e
ven—
in t
he c
ase
of o
ne v
ideo
sur
veill
ance
fir
m—
havi
ng th
e ch
ips
impl
ante
d un
der
empl
oyee
s’ sk
in. I
t’s a
n ap
plic
atio
n th
at’s
bein
g se
riou
sly
cons
ider
ed f
or m
ilita
ry p
erso
nnel
and
pol
ice
offic
ers
in t
he U
.S. “
Empl
oyee
mon
itori
ng i
s lik
ely
to b
e a
big
issu
e,” s
ays
Dal
hous
ie U
ni-
vers
ity l
aw p
rofe
ssor
Ter
esa
Scas
sa, w
ho h
as
stud
ied
RFID
. Do
empl
oyer
s ha
ve a
rig
ht t
o re
cord
the
way
em
ploy
ees
mov
e th
roug
h th
e w
orkp
lace
, whe
re th
ey g
o on
bre
aks
and
even
on
the
ir o
wn
time?
“Yo
u co
uld
say
that
’s an
O
rwel
lian
scen
ario
,” sa
ys S
cass
a. “
It’s
not u
n-re
ason
able
to b
e co
ncer
ned.
”O
ther
RFI
D w
atch
ers a
re co
ncer
ned
abou
t se
curi
ty b
reac
hes
that
can
occ
ur w
hen
vita
l da
ta is
tran
smitt
ed w
irele
ssly
bet
wee
n ch
ip a
nd
read
er. J
onat
han
Wes
thue
s, a
23-y
ear-
old
secu
-ri
ty r
esea
rche
r in
Cam
brid
ge,
Mas
sach
uset
ts,
disc
over
ed i
t do
esn’
t ta
ke m
uch
to h
ack
into
RF
ID-e
quip
ped
iden
tifica
tion
or s
ecur
ity-p
ass
syst
ems.
He
once
clo
ned
a Fl
expa
ss—
used
in
publ
ic tr
ansit
and
car
pool
ing—
and
then
pos
t-ed
the s
pecs
on
his w
ebsit
e. F
or a
repo
rter
from
W
ired,
he
dem
onst
rate
d ho
w h
e co
uld
use
a ho
mem
ade
read
er to
ste
al th
e el
ectr
onic
ent
ry
code
fro
m a
n RF
ID-e
quip
ped
empl
oyee
pas
s ca
rd. A
ll it
took
was
for
Wes
thue
s, w
ho h
ails
from
Wat
erlo
o, O
ntar
io, t
o br
ush
past
a v
olun
-te
er w
ho w
as c
arry
ing
the
card
. Su
ch te
st h
acks
are
gai
ning
not
orie
ty. Th
e ta
g on
a p
acka
ge o
f cr
eam
che
ese
was
rep
ro-
gram
med
to o
pen
the
elec
tron
ic lo
cks
on h
otel
ro
om d
oors
. Usin
g a
hand
-hel
d re
ader
, a G
er-
man
secu
rity e
xper
t cha
nged
the p
rices
on
prod
-uc
ts a
t Met
ro’s
show
case
Fut
ure
Stor
e. M
ore
re-
cent
ly, d
urin
g a se
curit
y tra
de sh
ow in
Las
Veg
as,
anot
her
expe
rt d
emon
stra
ted
how
to u
se e
asily
av
aila
ble s
oftw
are t
o sw
ipe p
erso
nal i
nfor
mat
ion
enco
ded
on th
e RF
ID c
hip
embe
dded
in th
e “e
-pa
sspo
rts”
bei
ng d
evel
oped
by
the
Ger
man
gov
-er
nmen
t. “Th
ere
have
n’t b
een
man
y la
rge-
scal
e at
tack
s,” sa
ys W
esth
ues,
“but
that
’s on
ly b
ecau
se
ther
e ar
en’t
very
man
y de
ploy
men
ts.”
The
test
-hac
k re
sults
are
the
sor
t of
thi
ng
that
mak
es p
rivac
y ad
voca
tes
see
red
and
poli-
ticia
ns s
ee t
he w
isdom
of
trea
ding
car
eful
ly.
Law
mak
ers
in C
alifo
rnia
, Tex
as a
nd U
tah
have
in
trod
uced
bill
s to
res
tric
t th
e us
e of
RFI
D
in g
over
nmen
t ID
car
ds a
nd t
he li
ke. B
ut t
he
anti-
RFID
sch
ool s
eem
s m
ore
conc
erne
d w
ith
the
tech
nolo
gy’s
effec
t on
peo
ple
as c
onsu
m-
ers,
rath
er th
an a
s citi
zens
. Com
e th
e da
y w
hen
RFID
is u
sed
not j
ust o
n ca
ses o
f pro
duct
s but
on
indi
vidu
al it
ems,
how
will
the
data
be
used
? In
20
03, t
he g
iant
Brit
ish re
taile
r Tes
co, t
hen
in th
e ea
rly p
hase
s of R
FID
test
s, at
tach
ed ta
gs to
var
i-ou
s Gill
ette
pro
duct
s on
so-c
alle
d sm
art s
helv
es.
It th
en in
stal
led
read
ers a
nd cl
osed
-circ
uit v
ideo
ca
mer
as n
earb
y. W
hen
a co
nsum
er p
icke
d up
on
e of
the
tagg
ed it
ems,
the
read
er d
etec
ted
the
mov
emen
t an
d ac
tivat
ed t
he c
amer
a, a
llow
ing
Tesc
o to
see w
ho w
as b
uyin
g th
ose g
oods
. Whe
n th
e med
ia re
port
ed th
e tes
t, th
e neg
ativ
e pub
lic-
ity m
oved
Tes
co to
ice
the
proj
ect.
A G
erm
an re
taile
r has
bee
n m
ore f
orth
right
ab
out
its t
echn
olog
y ex
perim
ents
. M
etro
cre
-at
ed it
s Fu
ture
Sto
re in
Rhe
inbe
rg, t
o in
trodu
ce
cons
umer
s to
the
RFI
D-in
tens
ive
shop
ping
ex-
perie
nce
of th
e fu
ture
. Thou
sand
s ha
ve tr
oope
d th
roug
h th
e fa
cilit
y, te
stin
g au
tom
ated
sel
f-ser
ve
chec
kout
s an
d us
ing
hand
-hel
d sh
oppi
ng a
ssis-
tant
s tha
t brin
g up
det
aile
d pr
oduc
t inf
orm
atio
n w
hen
wav
ed o
ver a
n ite
m o
n th
e she
lf.
For
Scas
sa a
nd o
ther
RFI
D e
xper
ts,
the
unan
swer
ed q
uest
ion
is w
heth
er t
he t
echn
ol-
ogy
will
allo
w l
arge
com
pani
es t
o ga
ther
in-
form
atio
n ab
out
cons
umer
spe
ndin
g ha
bits
by
sur
rept
itiou
sly s
cann
ing
the
RFID
tag
s on
in
divi
dual
s’ cl
othi
ng, o
ther
pos
sess
ions
, ban
k ca
rds a
nd lo
yalty
card
s. RF
ID ch
ips a
re so
smal
l th
ey c
ould
be
easi
ly in
sert
ed in
to v
irtu
ally
any
pr
oduc
t. Th
eore
tical
ly,
read
ers
loca
ted
at t
he
entr
ance
to a
sto
re o
r m
all c
ould
det
ect a
ll th
e
RFID
chi
ps o
n ev
ery
shop
per:
a fo
nt o
f inf
or-
mat
ion
on w
ho b
uys w
hat,
whe
re a
nd w
hen.
Ro
b D
ougl
as o
f Psi
on T
eklo
gix
feel
s th
at
such
sce
nari
os a
re i
mpl
ausib
le.
“Tec
hnic
ally
, it’
s po
ssib
le,”
he s
ays.
“Is
it ex
ecut
able
? I d
oubt
it.
The
rang
e [o
f the
chi
ps] i
s a
few
feet
, whi
ch
sugg
ests
you
’d ne
ed r
eade
rs e
very
10
feet
.” In
fa
ct, r
etai
lers
hav
e go
ne to
gre
at le
ngth
s to
in-
sist
tha
t th
ey h
ave
no im
med
iate
pla
ns to
use
RF
ID ta
gs o
n in
divi
dual
pro
duct
s. Bu
t he
re’s
the
wrin
kle:
If
reta
ilers
gen
u-in
ely
aren
’t in
tere
sted
in
item
-leve
l ta
gs,
they
sh
ould
n’t
have
res
erva
tions
abo
ut e
lect
roni
c m
easu
res
that
disa
ble
RFID
chi
ps o
nce
they
pa
ss th
e po
int o
f sal
e, in
the
way
that
cas
hier
s w
ill d
etac
h th
ose a
nti-s
hopl
iftin
g fo
bs p
inne
d to
RFID w
ill provid
e ins
tant v
isibil
ity.
If s
omethin
g’s n
ot w
here it
should
be, it
can
be located w
ith t
he
click
of
a mo
use.
There haven’t
been m
any
large-
scale attacks.
but
that’s
only
because there
aren’t
very m
any
deplo
yments.
clot
hing
. “Th
e pr
oble
m is
tha
t [s
tore
s] a
re n
ot
killi
ng th
e ch
ips
once
peo
ple
buy
the
prod
uct,”
sa
ys L
illie
Con
ey, E
PCgl
obal
’s as
soci
ate
dire
c-to
r. In
stea
d, t
he R
FID
ind
ustr
y ha
s pr
opos
ed
half-
mea
sure
s, su
ch a
s an
oper
atio
nal g
uide
line
that
cash
iers
shou
ld o
ffer s
hopp
ers t
he o
ptio
n of
di
sabl
ing
RFID
tags
—an
idea
that
sou
nds
sus-
pici
ously
like
neg
ativ
e-op
tion
billi
ng. Th
e an
ti-RF
ID m
ovem
ent r
espo
nded
by
sayi
ng th
at su
ch
a po
licy
mak
es li
ttle
sens
e in
bus
y su
pers
tore
s w
ith l
ong
chec
kout
lin
es a
nd s
hopp
ers
who
se
cart
s ar
e lo
aded
up
with
mer
chan
dise
. Res
pon-
sibili
ty f
or p
rovi
ding
con
sum
er i
nfor
mat
ion
shou
ldn’
t dev
olve
to ca
shie
rs, s
ays T
eres
a Sca
ssa.
Kill
ing
the
tags
, res
pond
s EPC
glob
al’s
Art
Sm
ith,
prec
lude
s m
any
bene
fits.
In t
he n
ear
term
, for
inst
ance
, ret
aile
rs c
ould
use
the
tags
to
link
goo
ds to
ele
ctro
nic
war
rant
ee r
ecor
ds,
so c
onsu
mer
s do
n’t h
ave
to w
orry
abo
ut k
eep-
ing
trac
k of
rece
ipts
and
othe
r eas
y-to
-misp
lace
pa
perw
ork.
Fur
ther
out
, RFI
D p
ropo
nent
s en
-vi
sion
so-c
alle
d sm
art a
pplia
nces
. One
item
on
this
wish
list
: a
read
er-e
quip
ped
was
her
that
ca
n au
tom
atic
ally
sel
ect
the
righ
t se
tting
, de-
pend
ing
on th
e in
stru
ctio
ns e
ncod
ed in
“sm
art
labe
ls” in
art
icle
s of c
loth
ing.
Ano
ther
: a fr
idge
th
at c
an re
ad b
est-
befo
re d
ates
in th
e ch
ips
on
cont
aine
rs o
f yog
urt a
nd o
ther
per
ishab
les.
As
Smith
say
s, “I
f w
e tu
rn t
he c
hips
off
perm
a-ne
ntly
, are
we r
estr
ictin
g th
e opp
ortu
nity
of t
he
inte
llige
nt h
ome
of th
e fu
ture
?”Th
is is
one
of t
he m
any
RFID
-rel
ated
ri
ddle
s th
at h
ave
land
ed o
n th
e de
sk o
f O
n-ta
rio’s
Info
rmat
ion
and
Priv
acy
Com
miss
ione
r, A
nne
Cav
ouki
an. I
n Fe
brua
ry, 2
004,
her
offi
ce
rele
ased
a h
ard-
hitti
ng s
urve
y en
title
d, “
Tag,
Yo
u’re
It:
Priv
acy
Impl
icat
ions
of
RFID
Tec
h-no
logy
,” w
hich
like
ned
the d
evic
es to
“bar
code
s on
ster
oids
.” A
t the
tim
e, C
avou
kian
not
ed th
at
RFID
chi
ps a
re e
asy
to h
ide.
“At i
ts m
ost f
un-
dam
enta
l,” sh
e w
rote
, “w
ides
prea
d us
e of
RFI
D
tags
cou
ld e
nabl
e co
rpor
atio
ns t
o tr
ack
ever
y m
ove
cons
umer
s m
ake.”
The
fede
ral
priv
acy
com
miss
ione
r, Je
nnife
r St
odda
rt,
wei
ghed
in
not l
ong
after
with
her
ow
n to
ugh-
talk
ing
stud
y.A
lmos
t th
ree
year
s la
ter,
how
ever
, C
a-vo
ukia
n’s v
iew
s ar
e m
ore
mea
sure
d. “
I tr
y to
di
ffere
ntia
te m
ysel
f fr
om t
he p
rivac
y ex
trem
-ist
s, w
ho a
re a
gain
st a
ll ta
ggin
g,” s
he s
ays.
The
reas
on f
or t
his
revi
sion:
Wal
-Mar
t an
d ot
hers
in
the
RFID
indu
stry
, agh
ast a
t the
tech
nolo
gy’s
incr
easin
gly
nega
tive
profi
le, b
eat a
pat
h to
her
do
or. Th
is pa
st s
umm
er, t
he I
nfor
mat
ion
and
Priv
acy
Com
miss
ion
of O
ntar
io re
leas
ed g
uide
-lin
es fo
r RF
ID u
se, d
evel
oped
in c
olla
bora
tion
with
indu
stry
’s ow
n EP
Cgl
obal
. The
guid
elin
es
call
for
mer
chan
ts a
nd m
anuf
actu
rers
to
be
open
abo
ut th
e pre
senc
e of c
hips
on
thei
r pro
d-uc
ts, a
nd to
obt
ain
info
rmed
con
sent
bef
ore
us-
ing
the
read
ers t
o co
llect
con
sum
er d
ata.
C
avou
kian
say
s C
anad
ians
hav
e to
be
“ex-
trem
ely
care
ful”
abou
t allo
win
g RF
ID ta
gs to
be
enco
ded
with
per
sona
l dat
a, s
uch
as a
pas
spor
t nu
mbe
r, so
cial
insu
ranc
e nu
mbe
r or
hea
lth in
-fo
rmat
ion.
But
, in
her v
iew,
as l
ong
as th
ere’s
no
linka
ge b
etw
een
RFID
tag
s an
d da
taba
ses
that
co
ntai
n pe
rson
al i
nfor
mat
ion
abou
t in
divi
du-
als,
ther
e’s n
o pr
oble
m. Th
at m
eans
a th
umb’s
-up
from
her
for u
ses s
uch
as R
FID
tags
on
med
icin
e bo
ttles
to p
reve
nt co
unte
rfei
ting.
O
ne a
pplic
atio
n th
at r
ecen
tly c
augh
t C
a-vo
ukia
n’s e
ye is
an
emer
ging
tech
nolo
gy fr
om
IBM
that
allo
ws
a vi
sible
RFI
D ta
g to
be
deac
-tiv
ated
at t
he p
oint
of s
ale,
but
then
reac
tivat
ed
late
r on
if,
for
exam
ple,
the
con
sum
er b
ring
s th
e ite
m b
ack
for
repa
irs.
That
tag
is
turn
ed
back
on,
and
whe
n sc
anne
d, r
evea
ls th
at t
he
prod
uct i
s in
deed
und
er w
arra
ntee
. “It’
s vi
sual
pr
oof
for
cons
umer
s th
at t
he t
hing
has
bee
n di
sabl
ed,”
says
Cav
ouki
an.
“You
nee
d to
get
co
nsum
ers’
confi
denc
e an
d tr
ust,
and
build
cu
stom
er se
rvic
e in
to th
is te
chno
logy
.”
technology
is being
used to
monit
or t
he m
ovem
ents n
ot of
products b
ut of
people.
G r a p h i c D e s i g n w o r kart direction, editorial design
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