Gold and Bronze Awards in PR and Innovation Divisions, Respectively
Binggrae announced on the 5th that its 'Cheoeum Ipneun Gwangbok' campaign received honors in two categories at the '2024 Korea Advertising Awards.'
The Korea Advertising Awards, hosted by the Korea Federation of Advertising Associations, is the most prestigious comprehensive advertising award in the country. This year, about 2,000 works were submitted, and the 'Cheoeum Ipneun Gwangbok' advertising campaign by Binggrae won the Gold Prize in the PR category and the Bronze Prize in the Innovation category.
'Cheoeum Ipneun Gwangbok' is an independence movement campaign that restores the last photos of 87 independence activists who died wearing faded prison uniforms in jail using AI (artificial intelligence) technology, allowing them to be remembered as new heroes.
In particular, 'Cheoeum Ipneun Gwangbok' was recognized as an innovative communication case that positively utilized AI technology in the Innovation category. Binggrae organized the merits of each independence activist whose photos were restored by AI, produced framed photos sized to be placed in memorial halls and graves, and delivered them to their descendants.
A Binggrae official stated, "We produce advertising campaigns every year to inherit the spirit of the independence movement and express gratitude," adding, "We will continue campaigns that remember independence activists by utilizing various expressive techniques in the future."
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