"Korea's Digital Asset Exchange Upbit" as the Theme
Highlighting the Parallel Journeys of Korea's Iconic Faker and Upbit
Cheil Worldwide announced on September 12 that it will launch a new brand campaign featuring world-renowned esports star Faker (Lee Sanghyeok) and South Korea's largest virtual asset exchange, Upbit.
The campaign is titled "Korea's Asset, Korea's Digital Asset Exchange Upbit." According to the company, just as Faker has become a symbol of Korean esports through relentless challenge and achievement, Upbit aims to solidify its position as Korea's leading virtual asset exchange based on trust and technology.
Esports star Faker and South Korea's largest virtual asset exchange Upbit's brand campaign. Provided by Cheil Worldwide
The video, presented in an interview format, depicts Faker's journey from choosing the then-unfamiliar profession of professional gamer over a decade ago to becoming a globally recognized player. Through the tagline "Our Challenge Sets the Standard for the World," the campaign draws a parallel between Faker's challenges and achievements and Upbit's own growth.
At the end of the campaign video, the phrase "Korea's Asset" expands to "Korea's Digital Asset Exchange," visually delivering the impactful message that Upbit is contributing to increasing the value of Korea's assets.
A representative from Cheil Worldwide, which produced the campaign, said, "We wanted to capture the similarities between Upbit, which competes in the global market as Korea's leading virtual asset exchange, and Faker in the campaign video," adding, "We hope that the values of challenge and achievement are effectively conveyed to consumers."
The campaign will be featured online, on TV, and across various outdoor advertising platforms. Starting with this campaign, Upbit also plans to launch follow-up campaigns using the title "Korea's Digital Asset Exchange."
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