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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