Asiana Airlines Wins 'Good Advertising Award' with 'Wake Up Your Travel Cells' Campaign

Asiana Airlines announced on the 10th that its 'Wake Up, Travel Cells' campaign was selected for the 'Good Advertising Award' at the 31st Consumer-Selected Good Advertising Awards ceremony held at the Korea Advertising Culture Center.

The 'Consumer-Selected Good Advertising Awards' is a prestigious advertising event sponsored by the Ministry of Culture, Sports and Tourism and organized by the Korea Advertisers Association. This year, a total of 289 entries were submitted across TV, digital, audio, print, and outdoor advertising categories. Advertising experts, over 100 consumers, and consumer organizations participated directly in the judging process.

The 'Wake Up, Travel Cells' campaign consists of eight episodes designed to maximize consumer empathy. Each episode unfolds inside an airplane where the journey begins. It concludes with the copy, "That's right, this is how it felt. Wake up, travel cells." The content is composed to resonate with everyone and simultaneously stimulate the desire to travel.

Asiana Airlines received the 'Good Advertising Award' in the digital category at the 31st Consumer-Selected Good Advertising Awards ceremony hosted by the Korea Advertisers Association on the 9th for its 'Wake Up Your Travel Cells' campaign.
The photo shows Su Sang Park, Asiana Airlines Communications Manager (from left), Kyungseon Hong, Chairperson of the Korea Advertisers Association Advertising Committee, and Byungwook Yoo, Creative Director of TBWA KOREA, posing for a commemorative photo. Photo by Asiana Airlines

The campaign, which ran for two months from mid-November last year to January this year, recorded a total of 10.87 million views on YouTube, stirring the emotions of consumers longing to travel. Consumers who saw the advertisement left positive feedback such as "The moment I saw the creative, I wanted to travel," and "It reminded me of the joy and excitement of traveling."

Asiana Airlines submitted the "Wake Up, Travel Cells" campaign in the digital category, receiving favorable evaluations through a three-stage judging process and winning the 'Good Advertising Award.' This award marks the fourth time Asiana Airlines has received the Good Advertising Award.

At the awards ceremony, Park Su-sang, head of communications at Asiana Airlines, said, "We planned this campaign to awaken the joy of travel that had disappeared around us due to COVID-19," adding, "It seems many people empathized with the part that utilized the exciting travel experience starting from inside the airplane before arriving at the destination."