[Asia Economy Reporter Yujin Cho] Kolon Industries FnC Division (hereinafter Kolon FnC) outdoor brand Kolon Sports won the bronze prize and finalist awards at the 2020 Seoul Video Advertising Festival.
The Seoul Video Advertising Festival, which started in 2003 and has continued for 18 years, is a representative domestic video advertising festival. Kolon Sports won two awards: the bronze prize for the "Trust" ad featuring actress Kim Hye-ja in the 2019 fall/winter season, and finalist for the "#Somewhere" campaign featuring actress Gong Hyo-jin and Ryu Jun-yeol in the 2020 fall/winter season.
The "Trust" ad is a video content that officially announces Kolon Sports' rebranding, delivering emotion to customers through the keyword "authenticity" and actress Kim Hye-ja.
The "#Somewhere" campaign video is characterized by witty scenes in three outdoor situations?'hiking,' 'camping,' and 'Sosot'?expressed like an observational entertainment show. In particular, it reflects the "digital speech" method, which repeatedly exposes information through subtitles and voice, emphasizing expandability as online content.
Additionally, both ads are notable for departing from the conventional outdoor advertising formula that explains product functionality.
A Kolon Sports official stated, “Kolon Sports has strived to produce differentiated video content while maintaining authenticity as an outdoor brand,” adding, “We will continue to work hard to create campaigns that embody Kolon Sports' unique sensibility.”
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