Korea advertising

Hello, this is Korea advertising. 1. Why did Winter, who used to hate summer, start to like summer? The advertisement revolves around the moment of change when Winter begins to look at ‘summer’ in a new way. At first, Winter had a negative perception that “summer is hot, unpleasant, and makes me sweat, so I hate it,” but through meeting the WHITE brand, he discovers the joy of cool and refreshing summer. This change is not a simple emotional change, but a device that symbolically shows the functionality of the products and brand philosophy provided by WHITE. In other words, it conveys the message that if you use WHITE products, you can have a comfortable and pleasant daily life even in the middle of summer. Winter’s change creates a point of empathy that can be emotionally connected to consumers, and is effective in increasing the favorability and trustworthiness of the product. 2. STAY COOL, Summer becomes COOL with WHITE This subtitle contains the core message of the advertisement. T...

Hello, this is Korea advertising. 1. Campaign Overview: “I’m Not Alone, I Trust You” The 2025 adidas Spring/Summer season campaign features an emotionally focused brand message centered around soccer star Lee Kang-in. This slogan, **“I’m Not Alone, I Trust You”**, goes beyond simple sportswear advertising and is structured around keywords such as teamwork, solidarity, and self-confidence. Based on the philosophy that “the power to overcome individual limitations is the community,” adidas emphasizes brand identity through Lee Kang-in’s bond with the team and self-confidence. 2. Lee Kang-in’s Narrative-Centered Directing In this campaign, Lee Kang-in appears not as a simple model but as a storyteller who delivers the brand’s message. The commercial cross-edits training scenes and match footage from his childhood to the present, emotionally conveying to viewers the process he went through to get to where he is today. In particular, scenes with his teammates are placed at important moments...

Hello, this is Korea advertising. 1. Advertisement Overview: The Meaning of ‘Coke Time’ The ‘Coca-Cola, Coke Time!’ advertisement is a campaign centered around the brand’s pursuit of special and joyful moments in everyday life. In this advertisement, ‘Coke Time’ goes beyond the time spent simply drinking a beverage, and symbolizes communication with people, emotional transitions, and short but intense moments of positivity. In particular, this advertisement leaves a strong impression with the sensual visual beauty, music, and character production targeting the MZ generation, using **NMIXX member Haewon** as a model. The advertisement unfolds around the moment of transition that breaks the boredom or stagnant atmosphere of everyday life with ‘a sip of Coca-Cola’, and reinterprets the brand’s long-standing positioning as a ‘symbol of happiness and refreshment’ with a young sensibility. 2. HAEWON's Casting and MZ Generation Empathy Strategy NMIXX member Haewon is famous for her bright...

Hello, this is Korea advertising. 1. Campaign Overview: “Addiction, Order Three Times and Get 10,000 Won” Shinhan Bank’s food delivery platform, Ddaenggyeoyo, used the unique slogan **“Addiction, Order Three Times and Get 10,000 Won”** to attract consumers’ attention and encourage repeat use through this advertising campaign. This campaign used comedian Jang Do-yeon as a model to wittily and humorously express the addictive food delivery service. The phrase sounds like a warning to users, “Be careful, you may get addicted if you use it!”, but at the same time, it contains a strong promotional message, “Order three times and get 10,000 Won back,” which grabs attention. 2. Model Selection and Brand Image: Jang Do-yeon Effect Jang Do-yeon is a person who is very popular with the public for her cheerful talk and sophisticated image. Shinhan Bank successfully used her image and humor code to break away from the rigid image of existing financial platforms and approach the younger generation ...

Hello, this is Korea advertising. 1. Advertising Campaign Overview: A New Standard for Premium Instant Coffee Kanu Barista Americano Specialist is a premium coffee product that goes beyond the limitations of existing instant coffee and maximizes the original flavor and aroma of specialty coffee beans. The core of this campaign is to deliver a strong message that 'Kanu is no longer instant'. The advertisement, which uses actor Gong Yoo as a model, emphasizes the expertise and authenticity of Kanu Barista and aims to instill in consumers a new perception that "specialty coffee can be experienced even with instant coffee." Gong Yoo is a symbolic image of a 'person who knows true coffee', and maximizes the luxury and trustworthiness that the brand pursues. Throughout the advertisement, the emotional message of "a cup of quality" is naturally delivered along with his delicate coffee tasting. 2. Advertising Concept: Specialist's Choice The concept of t...