Galleria Turns on Fine Dust Warning Light, Wins 'Minister's Award' at Digital Advertising Festival

[Asia Economy Reporter Minyoung Cha] Hanwha Galleria announced on the 19th that its branding campaign activity, the ‘Light! Galleria’ campaign’s ‘Light! Sign’ project, won the highest award, the Minister of Science and ICT Award, at ‘The A Awards,’ the largest digital advertising festival in Korea, held on the 17th.

The A Awards are hosted by the Korea Digital Enterprise Association and officially sponsored by the Ministry of Science and ICT. Each year, a panel of industry experts selects and announces companies or organizations in the digital advertising or media sectors. Among the grand prize winners in each category, an additional review is conducted to select the Minister’s Award recipient.

The Light! Sign project, launched by Galleria in April, was recognized for effectively raising public awareness about fine dust and won the grand prize in the social contribution category of the digital advertising division. The project was highly praised for linking social contribution activities that raise awareness about fine dust and environmental pollution with a branding campaign.

The Light! Sign project was the first in the department store industry to use building exterior media art to inform the public about fine dust concentration levels. When the fine dust concentration reaches 81㎍/㎥ or higher (unhealthy level), a red light shaped like a siren flashes on the media facade of the Galleria Luxury Hall exterior to alert citizens to the dangers of fine dust. The video showcasing the project planning process, the importance of environmental protection, and the media facade broadcast has recorded over 470,000 views on YouTube.

A Galleria Department Store official stated, “Light! Galleria is an integrated branding campaign that practices the top management values of leading correct values and pursuing sustainable growth. It focuses on three main areas: environmental protection, respect for life, and safety culture, and will continue activities in various fields such as products, services, organizational culture, and social contribution.”