Hanwha's 'SolarBeehive' Campaign Wins Multiple Awards
'Hydrogen Cleaning Truck' and 'Emergence of New Civilization' Gain Attention
Praised for Positive Social Impact on Important Issues
'Approximately 7.8 billion honeybees disappeared during wintering in South Korea in 2021.'
Hanwha Group's 'Solar Beehive' campaign begins from the perspective of honeybees endangered by the climate crisis. It warns that if honeybees become extinct, apples, almonds, tomatoes, strawberries, watermelons, apricots, kiwis, pumpkins, cucumbers, beans, milk, and coffee will disappear from the human food supply. In South Korea, this warning seems to be gradually becoming a reality. Due to the acceleration of the climate crisis, a mass die-off of honeybees reportedly occurred in the country last year. The academic community even expresses concerns that honeybees may disappear from the Korean Peninsula by 2035.
Solar Beehive is the first carbon-reducing beehive in Korea that utilizes solar power. Last year, Innocean incorporated the importance of biodiversity conservation and climate change response into the advertisement for Solar Beehive, earning awards at the Clio Awards and New York Festivals, known as the three major international advertising festivals, as well as at Spikes Asia and Adfest, Asia's leading advertising festivals. The photo shows a scene from the Solar Beehive campaign. [Photo by Innocean]
The campaign introduces the smart beehive developed by Hanwha to protect honeybees. It is the first carbon-reducing beehive in Korea powered by solar energy, designed to protect honeybees from climate change and natural enemies such as hornets. The Solar Beehive campaign concludes with Hanwha’s message.
"Solar Beehive will continue to seek fundamental solutions to prevent the extinction of honeybees and will persistently collect meaningful data for biodiversity conservation for humanity and the planet."
Produced by Innocean, an advertising agency affiliated with Hyundai Motor Group, this campaign has been praised for effectively conveying concerns about ecosystem collapse due to the rapid decline of honeybees and highlighting Solar Beehive’s contribution to population preservation research through maintaining a stable growth environment. Recognized for these merits, it received awards last year at major international advertising festivals including the Clio Awards and New York Festivals, as well as Asia’s leading advertising festivals such as Spikes Asia and AdFest. Furthermore, it has consistently won accolades at the Red Dot Award, London International Awards, and Busan International Marketing Advertising Festival, earning praise for showcasing the technological prowess of Korea’s leading energy company.
This year, the key themes in the advertising market are expected to be public interest and empathy. These were the dominant keywords last year, and the industry anticipates that campaigns with a public interest nature that resonate with viewers will continue to be strong for the foreseeable future.
On the 12th, an analysis commissioned by Innocean of last year’s domestic and international advertising award results revealed that many ads demonstrating positive influence from a public interest perspective received numerous honors. An Innocean representative stated, "Campaigns addressing socially important issues such as environmental friendliness have won many awards on global stages including domestic and international advertising festivals."
Hyundai Motor Group's 'Hydrogen Cleaning Truck' campaign is a well-received example praised for its use of eco-friendly materials. It depicts the process of improving the working environment and lives of sanitation workers by utilizing hydrogen cleaning trucks. The campaign won the Grand Prix at the international advertising festival Spikes Asia and received consecutive awards at Adfest and the Clio Awards. [Photo by Innocean]
Hyundai Motor Group’s 'Hydrogen Cleaning Truck' campaign is another example praised for its eco-friendly materials. It depicts the process of improving the work environment and lives of sanitation workers using hydrogen cleaning trucks. While conveying the hardships faced by sanitation workers who previously operated internal combustion engine cleaning trucks, it also delivers a powerful message about the social utilization of hydrogen commercial mobility. This campaign was highly regarded and won the Grand Prix at the Spikes Asia international advertising festival, as well as awards at AdFest and the Clio Awards consecutively.
Advertisements realistically portraying everyday moments that deeply resonated with viewers were also popular. A representative example is KCC Construction Switzen’s 'Clash of Civilizations Season 2: Emergence of a New Civilization,' planned and produced by Innocean. As a sequel to the 2020 ad 'Clash of Civilizations,' it depicts the couple introduced in the previous installment having a child and growing into parents. It was well received as a marriage and childbirth encouragement ad in an era of low birth rates, surpassing 36 million views on YouTube. The Clash of Civilizations Season 2 campaign also won the Gold Award in the online video short category and the Bronze Award in the TV video short category at last year’s Korea Advertising Awards.
Innocean planned and produced KCC Construction Switzen's "Clash of Civilizations Season 2: Emergence of a New Civilization." It received positive responses as an advertisement promoting marriage and childbirth in an era of low birth rates, surpassing 36 million views on YouTube. [Photo by Innocean]
The Ministry of Health and Welfare’s 'Anti-Smoking Campaign: Electronic Cigarette Printed Smoking' campaign was praised for realistically portraying the daily life of a typical smoker. It reenacted the chain smoking habit with scenes like "A cigarette first thing on a weekend morning" and "One while taking a walk," prompting smokers to become aware of their smoking habits. It won the Gold Award in the TV video series category at the 2023 Korea Advertising Awards.
The industry expects that advertisements combining empathy with a public interest nature will lead the market this year. An Innocean representative said, "Campaigns that creatively address socially important issues such as environmental friendliness and demonstrate positive influence from a public interest perspective continue to stand out. Even with short running times, ads cleverly depicting ordinary moments captured from daily life are expected to be consistently planned and produced."
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