POSCO(The Pohang Iron and Steel Company) is the world’s fourth largest steel manufacturing company, based in Korea, and is committed to build a higher-quality life style and prosperous future with steel for more people in more places.
With most of the countries suffering from recession since the last year, POSCO takes the 09' campaign’s theme as ‘living together’ for the meaning of ‘let’s overcome this social unrest together’.
"5-Dollar Bicycle", a story of a warm-heart and thoughtful consideration towards the neighbors, is created by delivering messages of "living together" using the material "steel".
What POSCO would like to show through "5-Dollar Bicycle" is that POSCO greatly values "living together" within the society by delivering a story of Big Brother who bids in a bicycle auction with only 5-dollars. It is all the money he has and he uses it for his little brother who desperately wants to have the bicycle. The story ends on a happy note by the surrounding people letting them win the auction.