Six Giant Trees Illuminate Olympic-daero, Courtesy of the Korea Local Finance Association
Year-End Public Campaign Runs Until the 25th in the Yeouido Section
"The commute home feels a little warmer than usual today."
Lee, a 34-year-old office worker, encountered an unexpected scene while leaving work in Yeouido and entering Olympic-daero. Instead of the usual cold asphalt between the lines of congested cars, the roadside was filled with large Christmas trees adorned with warm golden lights.
The Outdoor Advertising Center of the Korea Local Finance Association (Chairman: Jeong Sunyong, hereinafter referred to as the Outdoor Advertising Center) announced on the 17th that it is conducting a public campaign to deliver comfort and hope to citizens at the "Digital Media Belt" located at the entrance to Yeouido on Olympic-daero in Seoul, in celebration of the year-end season.
This campaign, which began on the 16th, will run until Christmas Day on the 25th. Through six giant digital outdoor billboards installed along Olympic-daero, vibrant yet cozy Christmas tree content is being displayed. The campaign is designed so that, during this time of year when people are wrapping up the year and feeling overwhelmed by their busy routines, citizens can experience a brief but pleasant moment of respite.
The trees featured in this campaign are more than just seasonal decorations; they symbolize "hope" and "new beginnings." In particular, considering the location on a major urban road, special attention was paid to warm color tones and visual elements so that even citizens passing by at high speeds can intuitively enjoy the content in a short instant.
This initiative aligns with the "public media utilization trends" pursued by major cities around the world today. Whereas digital outdoor advertising was once merely a tool for commercial promotion or information delivery, it is now expanding into the realm of "public communication" that enhances the city's aesthetics and fosters emotional connection among citizens.
Cha Byungjun, Director of the Outdoor Advertising Center, said, "We prepared this public campaign to send a small message of encouragement to citizens for the year-end and New Year," adding, "We plan to continue introducing a variety of content so that digital outdoor advertising can harmonize with the urban environment and deliver public value."
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