Baek Se-ju’s new brand advertisement exceeds 5.2 million views
Through Go Gil-dong in Dooly and Choi Jeong-hoon in Jannabi
Warm comfort to the youth who have become adults…
Animated characters without physical restrictions
Popular for adding fun to imagination
viewer
Kooksoondang Baekseju’s new campaign produced by Cheil Worldwide. Photo provided by Cheil Worldwide
Food industry advertisements using animation are receiving positive responses from consumers. This is because you can exercise your imagination freely without physical restrictions, allowing you to creatively and intuitively explain the functions of a product or service.
A representative example is Kooksoondang Baek Se-ju’s new brand advertising video. With the concept of ‘Baek Se-ju for the youth who have become adults, reborn’, it attracted attention by using Go Gil-dong, the protagonist of Korea’s representative animation ‘Dooly the Baby Dinosaur’, and Choi Jeong-hoon of the band Jannabi as models.
The video depicts the process of Choi Jeong-hoon following Go Gil-dong through his day and understanding his daily life. Go Gil-dong, who goes through a difficult daily life, and Choi Jeong-hoon, who looks at it with warm eyes, support and comfort the lives of young people who have become adults. In particular, the combination of 2D characters and live action made it feel like Go Gil-dong exists in reality, making it more fun to watch.
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Kooksoondang Baekseju’s new campaign produced by Cheil Worldwide. Photo provided by Cheil Worldwide
Cheil Worldwide CD, Bang Yu-bin, who participated in this advertisement, said, “We created curiosity about the product by connecting the consensus that ‘Once you understand Go Gil-dong’s life, you become an adult’ and ‘Baek Se-ju, who comforts the youth who have become adults,’” adding, “Here, youth “We enhanced the authenticity of the story through ‘Choi Jeong-hoon’ singing,” he explained.
Consumers who watched the video left reactions such as ‘an ad that brings tears to my eyes’, ‘an ad that targets those born in the 90s’, and ‘I have now become an adult too’. The video exceeded 5.2 million cumulative views on YouTube.
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Kooksoondang Baekseju’s new campaign produced by Cheil Worldwide. Photo provided by Cheil Worldwide
Baek Se-ju will also open a ‘Baekse Tavern’ pop-up store in Ikseon-dong, Seoul for two days starting on the 9th to comfort the youth who have become adults. It provides a variety of drinking experiences for the new Baekseju, and provides various entertainment such as a Jannabi performance, a photo zone featuring scenes from the video, and a photo zone using life-size portraits of Go Gil-dong and Choi Jeong-hoon.
Lotte Well Food’s convenience food brand ‘Meal Theory’ presented an advertising video with the unique concept of ‘The food I eat is engraved on my body?’ using animation. Through unique visuals and storytelling, the process of experiencing positive change through eating theory after experiencing nutritional deficiencies due to being bound by stereotypes about food was told.
Frank Burger also introduced animation-style content through collaboration with YouTubers. With the theme of a mukbang competition taking place at a Frank Burger store, the liveliness of the characters was brought to life and the tension and excitement of the mukbang competition were added to provide fun to consumers.
An official from Cheil Worldwide said, “Advertising using animation can build a pleasant and friendly brand image, gaining favor with young people, and is effective in strengthening relationships with consumers by conveying complex messages in a concise and emotional way.” He said.
