Daesang Wins Triple Crown at the '2022 Seoul Video Advertising Festival'

Daesang's 2022 Miwon Advertising Campaign, Matbaram Miwon. Photo by Daesang.

The grand prize winner announced on the 9th that it achieved a triple crown at the '2022 Seoul Video Advertising Festival.'

The Seoul Video Advertising Festival, first held in 2003, marked its 20th anniversary last year and is the largest video advertising festival in Korea. Winners are selected through direct judging by netizens and industry professionals.

At this year's Seoul Video Advertising Festival, the grand prize winner Miwon's 2022 brand campaign 'Matbaram Miwon' received the silver award in the digital video category and the bronze award in the branded content category. Additionally, the brand campaign 'The Longest-Named Soy Sauce Story in Korea' for Cheongjeongwon Haetsal Dameun Yangjo Ganjang won the bronze award in the digital video category.

'Matbaram Miwon' is Miwon's brand campaign cleverly portraying the fact that Miwon has existed anytime and anywhere for 66 years. The video uploaded on the official Daesang YouTube channel surpassed 10 million views within a month of its release.

'The Longest-Named Soy Sauce Story in Korea' sensibly captures the story behind the product name being inevitably long to embody Cheongjeongwon Haetsal Dameun's brand identity of '100% natural fermentation' and the value of Siganjang, which represents the time and care of nature.

A Daesang representative said, “It seems that our efforts to convey the values and authenticity pursued by Daesang in a more familiar way have led to this award,” adding, “We will continue to strive to provide authentic brand experiences through campaigns that resonate with consumers.”