[Asia Economy Reporter Kwak Minjae] KCC Construction announced on the 6th that its residential brand Switzen's advertisement "A Home That Nurtures Tomorrow" won the Grand Prix, the highest creative award at the 2022 Seoul Video Advertising Festival.
The Seoul Video Advertising Festival, which began in 2003, celebrated its 20th edition this year and is the largest video advertising festival in Korea. KCC Construction has won the gold award for four consecutive years, including in 2019 for "Mom's Empty Room," 2020 for "Clash of Civilizations," and 2021 for "Lighthouse Project."
KCC Switzen's "A Home That Nurtures Tomorrow" is a campaign centered on playgrounds within apartments for children who represent the future. The campaign frames a moment in the playground as a single frame, excluding artificial direction, and was produced using ASMR techniques to focus solely on sound and visuals. Although depicting familiar everyday scenes, the advertisement fills the rarely seen unfamiliar screen with children's chatter and laughter to enhance immersion. It has been recognized as a simple yet bold advertisement delivering a powerful message through a single line of copy that everyone can relate to.
The advertisement conveys the message that even young children should be respected as beings who coexist. Pursuing the essential meaning and value of a home, Switzen's philosophy, which continuously contemplates good residential spaces by expanding the scope to the surrounding environment, is also reflected in the Adventure Playground Project. Many viewers empathized with the purpose of the "Adventure Playground Project," designed and constructed from the children's perspective, and it is evaluated as having culminated in winning the Grand Prix at the Seoul Video Advertising Festival.
A KCC Construction official stated, "KCC Construction is considering the direction the company should pursue to create a warm world and plans to continuously carry out campaigns that many viewers can empathize with."
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