[ADSTARS2009] Genghis Khan

2009-06-15 アップロード · 50 視聴

Kyowon’s PR campaign was planned to recreate the company’s image by launching renewal CI, which tells ‘change & innovation’ as well as ‘connection with customers’.
Symbolization strategy was used to fix ‘Forming bond of orange circle’ as a brand identity factor, the core of the New CI, and story-telling was introduced to remind the special bond.
The concept of the first ad, ‘Genghis Khan’ version, is a ‘tight bond’ introducing Temujin and his best friend Bogurchi and the second ad, ‘Christmas’ version, is a ‘Happy bond’ introducing O. Henry’s short story, ‘the gift of the magi’.

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