Baedal Minjok - LifeScense Plate
South Korea’s delivery drivers are forced to speed up to make more deliveries because they earn a living from their income per case, when they cover their license plates with locks so as not to get caught speeding.
Role
Art director, Strategist
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We wanted to understand the real reason behind the speeding—not just surface-level assumptions. So we went into the field and conducted in-depth interviews with the riders themselves.
The problem was simple: the faster they delivered, the more they earned. With pay set per delivery, slowing down wasn’t an option. To avoid speeding tickets, some riders ended up covering their license plates.
To stop riders from covering their license plates to avoid speeding tickets, an ad panel was installed just below the plate. This panel generates ad revenue, providing riders with a stable source of income beyond delivery fees—removing the incentive to speed or hide their plates.
To make sure the plate stays visible, a sensor was added to detect proper use. If covered, the ad stops working—turning visibility into a condition for income.
Riders could check their delivery safety score—ranked against peers—and see how much extra income they earned. All visible within the Baemin app.
