문제 1: 현대자동차는창의적이고도전적인기업정체성을표현하는새로운브랜드슬로건 "New Thinking. New Possibilities."을공표한다. 이슬로건은대외적으로는새로운생각으로자동차시장에서한발앞선트렌드리더가되고자하는의지를선전포고하는것이고, 대내적으로는조직개편과경영혁신을이루기위함으로해석된다.
현대자동차는새로운슬로건 New Thinking. New Possibilities.을시장에공표하기위해대대적이고다양한홍보활동을펼치는데 '이제석광고연구소'는현대자동차가추구하고자하는도전적이고혁신적인브랜드이미지를홍보하기위한가장적임자라는판단하에현대차측주요핵심인사들의강력한추천으로인해이번글로벌브랜드캠페인의해외업무의핵심적역할을부여받는다.
Problem: Hyundai announces
new brand slogan “New Thinking. New Possibilities.”, which demonstrates
Hyundai’s creative and innovative brand identity. This slogan is interpreted to
declare Hyundai’s will to be the trend leader in automotive market outwardly,
and to achieve management innovation inwardly.
In order to announce its new slogan “New
Thinking. New Possibilities.” in world market, Hyundai engaged in various
advertising campaigns and Jeski Social Campaign was granted with opportunity to
lead the global-branding campaign as leading members of Hyundai viewed JSC’s
idea to accord with Hyundai’s new innovative global brand images.
Problem2 : Hyundai motors
requested advertisement on the billboard located in the heart of New York Times
Square.
Unfortunately, the billboard
was hardly visible due to interfering logos of transnational companies. To make
the matters worse, ticket box of Broadway show was located in front of the
billboard.
However, Jeski Social
Campaign came up with a brilliant idea to convert these “obstacles” into “possibilities”
and developed once in a lifetime, magnificent, spectacular project.
*Note: This project was
produced through collaboration between Jeski Social Campaign, for Proposal and
ideas, and New York Momentum for physical production.
BEFORE *대형 사이즈의 수많은 빌보드로 둘러쌓여 있어 상대적으로 잘 보이지 않음.
*Hardly visible as surrounded by large-sized billboards.
*빌보드 앞에 계단 형태의 거대한 티켓 박스와 동상이 가로막고 있어 빌보드가 더더욱
보이지 않음.
*A giant ticket box and a statue were located in front of
the billboard, making it even harder to see.
AFTER *멀리서 보이지 않으면 가까운 거리에서 승부수를 던짐. 모바일을 이용한 인터렉티브 빌보드로 전환. 가까운 거리로 유도해서 더 큰 화면으로 몰입도 있게
내용 전달.
*As not visible from distance, emphasis was made for closer
distance. Transformed into interactive billboard using mobile tech. encouraged
people to engage deeper in commnunication with larger view.
*장애요소였던 티켓 박스를 게임의 발판으로 활용하여 게임을 즐길 수 있게 함.
티켓박스 앞에 줄을 서서 기다리는 사람들의 계단에서 쉬고 있는 사람들에게 적극적인 노출과 참여를 가능케 함.
*Ticket Box, which was previously an OBSTABCLE, has been
transformed as a “SPECTACLE” for gameplay. Allowed active participations from
people lined up in front of the ticket box and people resting on stairs.