Second chance for everyone: Who [planning] a Korean banner story - Yuhan Kimberly

Date2023-10-13

Nookkak is preparing for this Hangul Day exhibition pop-up.
There was something I really wanted to tell you.

It's about Korean banners.
It's a story of people who plan, implement, produce, introduce.

I'm curious about the starting point of the wonderful product we see.
Through an interview in person, I tried to tell the story of 4 teams.
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Yuhan Kimberly Campaign Partner Witty Jung Jun-hwa CD (left)
Director Yoo Ran (Oh) who carried out the Yuhan Kimberly campaign.

1. Please introduce yourself.
(YR) Yuhan-Kimberly ESG & Comm Headquarters
I'm Yuran, working in the social responsibility team.
I'm going to do a commercial campaign for Gangsan,
I'm in charge of a donation campaign for the vulnerable.

(JH) The "Kangsan Green Blue" campaign...
As a creative partner.
I'm Jung Joon-hwa, creative director of Witty.



2. It was hosted by Yuhan Kimberly.
"Kangsan, green, green, 39th anniversary letter of apology" campaign.
It was very impressive.
Can you introduce the campaign?
(YR) In 2023, Kangsan will be green.
It was the year before our 40th anniversary.
It was a very important momentum and I had a lot of worries.

Thinking about the next 50 or 100 years,
We should've tried harder and let's talk about what we felt bad about in the things we felt bad about.
It was an opportunity to take a look.

These concerns were summarized under the theme of "reflection".
Looking back on the activities we've been doing,
It was also an opportunity to find a future direction.

And those in their 20s and 30s who don't have much interest in forests,
I thought we needed a different way to reach it than before.
With consistent concept and consistent message for 39 years,
It wasn't an easy decision because I've been protecting the identity.
The story of the authenticity and solidity of the forest.
I wanted to convey it through a new perspective and bold attempts.



3. In Seongsu, there are so many brands.
Campaign banners are often hung.
It was also new that Yuhan Kimberly's campaign was conducted only in Korean.
Is there a reason why you only did it in Korean?

(JH) In the "Gangsan Green Blue" campaign,
There are two major differences.

One is the power of time that has lasted for 39 years.
The other one is "FACT," which actually grew the forest.

I wanted to convey this power that the campaign originally possessed to the public.
Instead of wrapping it up, I want to express the sincerity.
As I chose it, I excluded the elements as much as possible.

I focused on making the copy as simple as possible without exaggeration.
What was more difficult was the visuals.
It uses only Korean fonts to gain attention.
You have selected a way to increase message delivery.

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4. I saw a banner hanging in the holy water.
I asked for a donation after closing it right away from Nookkak.
I was so excited because he answered, "It's possible!"
Did you know before that banners can be rewritten?

(YR) Everyone in charge was happy to hear the donation request from Nook!
Previously, on Yuhan Kimberly's SNS channel, "Whoopoo,"
There's a corner that introduces upcycling brands and companies.
Many products are upcycling.
I've heard of it being born.

Use it like this in our ad campaign.
I never thought it would be possible.
I didn't think about it, so I reflected.
The thing that we're paying attention to at Gangsan Green.
I'm trying to get as much carbon out of my contacts with my customers as possible.
It's to reduce it. I want to work harder.
That's what I thought.



5. What was your first impression of the product made with Yuhan Kimberly banners?

(JH) It was touching.In this campaign,
It was hard, but I put in a lot of effort.
It was about reducing carbon emissions as much as possible.

So, the video was produced using only existing sources.
I was worried about leaving trash in Seongsu-dong banners.

But with these cool products from NAKKUK,
Thank you for recreating me.
Especially, it was even better because it allowed me to read Korean fonts.
Long live!

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6. I am also looking forward to Yuhan Kimberly's social contribution activities afterwards.
About the various campaigns to be held at Yuhan Kimberly,
I'd appreciate it if you could let me know.

(YR)Yuhan Kimberly by 2030
We are committed to establishing and implementing sustainability goals.
60 million trees planted and cultivated by 2030,
Improve the quality of life for 56 million people.
Improve 95% of total sales to sustainable products.

With these mid- to long-term objectives,
In our Gangsan Green Gue, we reflect on ourselves through this advertising campaign,
Based on your opinions,
communicate with more citizens and see how to solve social problems
I will try to make it a campaign that can contribute more.


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