(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.