[Asia Economy Reporter Yujin Cho] Global sports brand Fila announced on the 23rd that its unique school event 'Uriban Jjigeoss' won the Grand Prix, the highest excellence award, in the fashion category of the Anward Digital Advertising & Campaign Awards.
The Uriban Jjigeoss event has been held since 2017, targeting teenage middle and high school students, where classmates and teachers take photos or videos together and upload them to the event page. The various photos and videos filled with the lively and creative ideas of teenagers have attracted great attention every year not only from teenagers but also on social networking services (SNS).
At that time, 146 videos and 171 photos were submitted from middle and high schools nationwide for the event. The viral video announcing the start of the event was released in May last year and received a hot response just from the teaser video, ranking first in fresh commercials selected by TVCF, Korea’s leading advertising-related site, as well as being included in TVCF’s Creative 100 and ranking 6th in Best Commercials.
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