Hanwha Group's TV commercial "Optimal Energy Solution" won the Grand Prize in the CRAFT category of the general division at the "2023 Korea Advertising Awards."
The "Optimal Energy Solution" TV commercial aired from May to August this year. It sequentially showcased the Svalbard archipelago in Norway, where the sun does not rise for four months of the year, the windless equatorial calm zone in Cameroon, and the double landlocked country Uzbekistan, then introduced Hanwha’s energy-related business sites around the world, emphasizing its commitment to leading the resolution of energy imbalances with optimal solutions.
The commercial beautifully portrayed Hanwha’s status as an "Optimal Energy Solution" company by featuring its renewable energy technologies such as solar power, wind power, and hydrogen at locations including the shipyard in Geoje, Gyeongnam, South Korea, the solar power plant in Texas, USA, and the wind power plant in Marsanne, France, along with Hanwha Ocean’s energy (LNG) transportation technology.
Hanwha Group stated, "This advertisement was planned amid the global spotlight on climate crisis and energy security," adding, "It embodies our confidence and philosophy as a global energy leader that we can provide optimal energy solutions in any natural environment worldwide."
At the time of airing, the commercial was praised as an artistic work, combining self-produced background music using traditional labor songs of North American Indigenous peoples with beautiful visuals reminiscent of nature documentaries. It also recorded an exceptional 31 million views on social media platforms such as YouTube. It garnered over 12 million views in major overseas energy markets including the United States, Germany, France, and Portugal.
For reference, the CRAFT category judges and selects award-winning works based on how technical skill and artistry dramatically enhance the completeness and quality of advertisements during the idea execution stage.
Additionally, Hanwha Group’s "Solar Beehive" campaign simultaneously won the bronze prize in the general division’s public service advertisement category and a special award in the overseas execution advertisement special category. "Solar Beehive" is a campaign that developed a carbon-reducing beehive powered by solar energy, effectively raising awareness of biodiversity conservation, environmental sustainability, and climate change response.
Solar Beehive is also recognized for contributing to research on preserving bee populations by maintaining a stable growth environment while collecting and sharing data on bee activity. It was installed last year at Korea National College of Agriculture and Fisheries in Jeonju, Jeonbuk, and is currently in pilot operation. Solar Beehive previously swept major categories at the 2023 New York Festivals and the 2023 Clio Awards, two of the world’s top three advertising festivals.
The public service advertisement category of the Korea Advertising Awards selects winners from advertisements produced on socially beneficial themes, while the overseas execution advertisement category evaluates advertisements released through overseas media or locations targeting foreign markets.
Celebrating its 30th anniversary this year, the Korea Advertising Awards is the most prestigious advertising award in South Korea. This year, about 2,600 works competed across 14 general categories and 2 special categories. The awards ceremony will be held on the 5th at The Plaza Hotel in Seoul.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
