Jobis&Villains and INNORED launched '3.3cm of Happiness' in South Korea, October 2024, designing folding chairs for caregivers to expose tax and labour blind
ARCHIVEJobis&Villains Folds a 3.3cm Chair Into a CSR Statement
"3.3cm of Happiness" is a 2024 corporate social responsibility campaign by South Korean fintech company Jobis&Villains, created by agency INNORED, that designed and distributed 303 personalised folding chairs — each exactly 3.3 centimetres thick — to hospital caregivers who routinely lack dedicated rest space, linking the physical intervention directly to the brand's 3.3% tax-rate identity.
Jobis&Villains operates the 3.3 app, a revenue service used by 20 million Koreans. The platform takes its name from the 3.3% withheld tax rate applied to business income recipients — a category that includes part-time workers, freelancers, and self-employed professionals across South Korea. The service is designed to address tax blind spots and simplify complex tax matters, operating under the slogan "Find your right" to help users secure entitled refunds and financial entitlements.
The campaign launched on October 4, 2024, in South Korea, and extended the brand's financial-rights positioning into a humanitarian register. Its primary beneficiaries were caregivers — workers described in the campaign as "shadow workers" — who are integral to South Korean hospital environments yet regularly find themselves without designated rest or dining areas. Rather than communicating through conventional finance advertising, Jobis&Villains and INNORED chose to manufacture a tangible object: a folding chair engineered at 3.3 centimetres of thickness, thin enough to slide into the narrow gaps between hospital room furniture without obstructing patients or medical staff. Each chair was personalised for an individual caregiver and delivered alongside a supply box, making the gesture specific rather than symbolic. The campaign ran across multiple channels, including hospital-area bus-shelter out-of-home advertising, a digital film, and a public support-message event, ensuring the physical product was amplified into broader cultural conversation across South Korea.
ARCHIVECaregivers in South Korea occupy a structurally vulnerable position in the labour market. The 2023 Caregiver Health Survey disclosed that the average age of caregivers in Korea is 65, with many enduring work hours of 17 or more per day, guaranteed rest time of only 5.4%, and access to rest facilities at just 8.4%. These figures position caregivers not merely as an underserved demographic but as a cohort whose working conditions represent a measurable policy failure — and, for Jobis&Villains, a natural extension of the brand's core promise to find overlooked rights for overlooked workers.
The strategic logic of "3.3cm of Happiness" rests on an alignment between brand identity and social cause that few finance campaigns achieve. Jobis&Villains was founded in 2015 by Kim Beom-seop, according to Dealroom Co, and the company launched its 3.3 tax-refund service in May 2020 as a tool for calculating and filing Korean comprehensive-income-tax refunds, per koreajoongangdaily.com. The 3.3% tax rate that defines the product applies specifically to business income earners — a category in which caregivers, often employed informally or on short-term contracts, frequently fall. The campaign therefore does not stretch for relevance; it finds it in the precise population the product already serves.
In the broader competitive context, South Korean fintech operates in an increasingly crowded environment. Asia-Pacific accounted for approximately 44.86% of global fintech market value in 2024, according to Grand View Research, reflecting the region's appetite for digital financial services. Competitors in the Korean tax-refund and personal-finance space, including Kakao Pay and Toss (operated by Viva Republica), compete heavily on app utility and user experience. By anchoring its campaign in a physical, human-centred intervention rather than a product feature, Jobis&Villains and INNORED carved a differentiated position that product-led competitors have not occupied, reinforcing the brand's "Find your right" positioning across South Korea.
INNORED built the creative execution of "3.3cm of Happiness" around a single physical insight. Caregivers in South Korean hospitals routinely improvise seating from small plastic chairs or any available surface, including the narrow gaps between room furniture and corridor walls. The agency measured those gaps and engineered a folding chair precisely 3.3 centimetres thick — a dimension that both solves the spatial problem and encodes the brand's tax-rate identity into the object itself. The numerical coincidence is not decorative; it transforms a utilitarian product into a legible brand statement without requiring explanation.
Production credits for the broader "3.3cm of Happiness" campaign are not fully documented across public sources. The agency of record is INNORED, whose work on the campaign is attributed across Innored Co Kr and confirmed through Mk Co Kr coverage of the initiative. The campaign's creative approach prioritised specificity over scale: rather than producing a generic batch of chairs, the team personalised each of the 303 units for individual caregivers, a detail reported by Blog 3o3 Co Kr that shifts the intervention from corporate gesture to personal acknowledgement. Each chair was delivered with a supply box, creating a moment of receipt that could be documented and shared, extending the campaign's reach into digital and social channels.
The out-of-home component placed advertising in hospital-area bus shelters across South Korea, selecting media environments where caregivers and their families were most likely to be present. The digital film translated the physical story into a narrative format suitable for broader distribution, while a public support-message event invited participation from outside the caregiver community. Together, the three channels created a campaign architecture in which the chair is the idea and every other medium exists to explain, distribute, or amplify it — a coherent creative system grounded in a genuine product of design thinking rather than a communications conceit.
The "3.3cm of Happiness" campaign earned a Clapboard Score of 71 out of 100, reflecting strong strategic coherence and creative craft alongside the inherent measurement challenges of a CSR-led, physically distributed campaign. No independently verified performance metrics — such as reach figures, app-download attribution, or refund-filing uplift — are publicly available for this campaign from named third-party sources. What the structural evidence does support is a campaign built for sustained earned attention rather than short-term conversion.
The distribution of 303 personalised folding chairs, as reported by blog.3o3.co.kr and mk.co.kr, is a deliberately countable number. In South Korea, where the 3.3 app serves 20 million users, limiting physical distribution to 303 units is a creative decision that preserves scarcity and individual meaning over mass delivery. Each personalised chair is a discrete media unit capable of generating documented, shareable moments — a structural choice that converts a welfare intervention into organic content without staging it.
The campaign's channel architecture — hospital-area out-of-home advertising, digital film, and a public message event — is calibrated to reach both the caregivers it serves and the broader South Korean public whose awareness of caregiver conditions the campaign seeks to shift. Coverage in Asiae Co Kr and Blog Naver indicates the campaign achieved earned media attention beyond paid placements. For a finance brand competing against established South Korean digital-payment platforms, the lasting strategic value of "3.3cm of Happiness" lies in its demonstration that the 3.3 service exists not merely to process tax returns but to locate and restore rights that South Korean workers did not know they were owed — a brand-building argument that product campaigns alone cannot make.
"3.3cm of Happiness" is a 2024 South Korean CSR campaign created by INNORED for Jobis&Villains. It distributed 303 personalised folding chairs, each 3.3 centimetres thick, to hospital caregivers who lack rest space. The campaign connects the brand's 3.3% tax-rate identity to its mission of finding overlooked rights for overlooked workers.
Caregivers fall within the business-income category subject to South Korea's 3.3% withheld tax rate, making them a natural audience for the 3.3 app. The 2023 Caregiver Health Survey showed only 5.4% of caregivers are guaranteed rest time, a condition the campaign directly addressed through its folding-chair intervention.
The folding chair is exactly 3.3 centimetres thick. INNORED engineered it to slide into the narrow gaps between hospital room furniture without obstructing patients or medical staff. The dimension also mirrors the 3.3% tax rate at the heart of the Jobis&Villains brand identity, making the object a functional piece of design and a brand statement simultaneously.
Jobis&Villains and INNORED distributed 303 personalised folding chairs to individual caregivers across South Korea, as reported by blog.3o3.co.kr and mk.co.kr. Each chair was accompanied by a supply box and personalised for a named recipient, converting a welfare gesture into a specific, documented acknowledgement of each caregiver's contribution.
The campaign ran across hospital-area bus-shelter out-of-home advertising, a digital film, and a public support-message event, as documented by innored.co.kr. The physical folding chair itself acted as a fourth channel, generating organic documentation and social sharing that extended the campaign's reach beyond its paid and earned media placements across South Korea.
"3.3cm of Happiness" by Jobis&Villains and INNORED received a Clapboard Score of 71 out of 100. The score reflects the campaign's strong strategic alignment between the 3.3% tax-rate brand identity and its caregiver-focused CSR execution, alongside the inherent limitations of measuring impact for a physically distributed, community-targeted campaign.
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