Challenge: Nike didn’t want to burden Korean women with more expectations of greatness. The challenge was to celebrate them without demanding more.
Solution: We reframed the narrative with the concept “Your Normal is Phenomenal,” showing that the everyday lives of Korean women are already extraordinary and worth celebrating.
Results: The campaign achieved 30M+ views nationwide and became Nike Korea’s most successful campaign ever, resonating deeply with women and reinforcing Nike’s cultural leadership.
Challenge: During COVID-19, Calvin Klein needed to deliver a hopeful brand message and boost sales across apparel lines.
Solution: Led the global creative with Son Heung-min, highlighting the pure joy of playing and showing that happiness makes pressure fade away.
Results: The campaign struck a worldwide chord, driving brand positivity and significantly increasing sales of CK jackets, jeans, and underwear.
Challenge: Win a competitive pitch and build awareness for LG kitchen appliances, which had almost no recognition in the European market.
Solution: Leveraged Europe’s eco-friendly lifestyle trend with the concept “Green is New Black.” Told stories of diverse people enjoying a greener life through LG’s sustainable technologies, and produced campaigns translated into each local language.
Results: The campaign exceeded expectations, airing in more countries than originally planned, and positioned LG as a forward-thinking brand in Europe’s kitchen appliance market.
Challenge: Strengthen Budweiser’s position in the beer market by authentically aligning the brand with music culture for long-term impact.
Solution: Developed Budxbeats, a platform based on the 'Unleashed' concept, which empowered indie EDM musicians with creative freedom and maintained brand identity through clear guidelines.
Results: The platform continued to succeed after our agency’s involvement, supporting artists such as BB, Seo Samuel, and Yura, and receiving international recognition, including Creative X Silver and CSS Design Awards for UI, UX, and Innovation.
Challenge: Connect with Gen Z in a saturated beer market and shift the brand’s image to align with their lifestyle.
Solution: Launched “YASS, CASS” to celebrate Gen Z’s multiple choice moments, using copy, visuals, and videos rooted in trending culture to validate any choice they make.
Results: Empowered young consumers to follow their desires over expectations, boosting brand relevance and engagement among a new generation of drinkers.
Challenge: Position Kakao’s brand to emphasize its role as an IT innovator, moving beyond traditional business metrics.
Solution: Developed a documentary featuring developers’ stories, complemented by tailored content for YouTube, Instagram, and KakaoTalk.
Results: Strengthened Kakao’s IT identity, expanded public perception, and received the 2022 & Award Grand Prix.
Challenge: Address rising cyberbullying in Korea while making a global campaign locally relevant.
Solution: Launched “Hit Pause” with the concept “If we wind backward,” collaborating with 8 top YouTube creators to create relatable, educational content.
Results: Significantly raised awareness of YouTube’s online safety efforts, setting a benchmark for localized global campaigns.
Challenge: Celebrate 10 years of The Battle Cats in Korea and spotlight quirky characters beyond core fans.
Solution: Launched the Nyanko Nyawards, an entertaining event and content platform showcasing the unique and bizarre feline fighters.
Results: Increased engagement among gamers, sustained the title’s cultural relevance, and was named one of Ad Nut’s favorite campaigns of 2024.
Challenge: Compete against brands emphasizing only “quick relief” and build deeper emotional connection.
Solution: Introduced the human-centric concept of “small encouragement,” with relatable ads featuring Kim Seo-hyung and female coworkers.
Results: The campaign has aired for 3+ years, becoming beloved for its empathy and strengthening Tylenol’s market leadership.
Challenge: Differentiate the Lenovo Yoga Book in a market fixated on specs.
Solution: Pitched and won with the human-centric copy “Let Humans Rest,” emphasizing technology’s role in enhancing convenience.
Results: Campaign sold out the Yoga Book rapidly, reinforcing Lenovo’s human-first positioning.
Challenge: Reposition a playful cosmetics brand in a crowded beauty market.
Solution: Rebranded with the manifesto “My reference is me. My masterpiece is me. I FOLLOW ME,” shifting focus to originality.
Results: Strengthened brand identity as a symbol of individuality, resonating with Gen Z consumers.
Challenge: Break into the competitive travel service market.
Solution: Launched “Discovery of Vacation” campaign highlighting small joys—father’s laughter, child’s curiosity, nature’s calm.
Results: Successfully established the app in the travel service market and built strong brand resonance.
Challenge: Enter the competitive Korean chocolate market and stay relevant during CSAT season.
Solution: Introduced “College Entrance Exam Cham” and the limited “Berry Good Luck” edition with redesigned packaging, positioning Kit Kat as a good-luck talisman for students.
Results: Sales increased by 30%+ during the promotion, establishing Kit Kat as an iconic CSAT support brand and securing its foothold in Korea.
Challenge: Counter Gargrin’s smear campaign over pigmentation and reassert Listerine’s value.
Solution: Focused messaging on Listerine’s unique refreshing benefit under the slogan “Do Listerine, Not Gargle.”
Results: Recaptured market leadership in mouthwash, proving consumers prioritized freshness over competitor attacks.
Challenge: Amid debates over Korea’s 52-hour workweek law, many companies ignored the standard. The challenge was to reinforce its legitimacy and raise awareness.
Solution: Launched a bold typography-only campaign under the question “How many companies truly follow the 52-hour workweek?” across YouTube and Instagram.
Results: The minimal yet impactful visuals cut through, sparking conversation and delivering high visibility for the message on digital platforms.
Challenge: Build deeper consumer engagement around Absolut Vodka and cocktail culture.
Solution: Developed the ABSOLUT ME app with cocktail recipes, bar maps, and reward points, later evolving into ABSOLUT WE party events.
Results: Sustained 6 years of service, turning fans into a community and extending Absolut’s cultural footprint.
Challenge: Compete with bigger rivals like Job Korea and SaramIn with larger databases and tech.
Solution: Introduced the concept “취업은 정보력이 아닌 준비력” with the campaign “입학이 입사다,” executed via video, microsites, outdoor and bus ads.
Results: Achieved record views and site inflows, winning the & Award Grand Prix.
Challenge: Create buzz in the Year of the Dragon while spotlighting cats absent from the zodiac.
Solution: Rolled out the playful “Nyan Discrimination” campaign with pro-gamers challenged to sign petitions if they failed stages.
Results: Boosted awareness of the game’s strategic depth and expanded appeal beyond traditional audiences.
Challenge: Compete in the used-phone recycling market by overcoming consumers’ biggest fear: personal data leaks.
Solution: Highlighted Mintit’s secure data-erasure technology as its unique strength, expressed creatively through the playful concept of a “Used Phone Laundry.” We extended the idea into a real-world activation with a pop-up Used Phone Laundry in Yeonnam-dong.
Results: Successfully differentiated Mintit from competitors, eased consumer concerns, and built strong brand awareness as the trusted leader in phone recycling.
Challenge: Reignite relevance for Binggrae’s Melona ice cream among younger digital-native audiences.
Solution: Launched a witty, meme-driven campaign that tapped into online humor and UGC culture, positioning Melona as the “Meme King.”
Results: Generated 8M+ views and a wave of organic user-generated content, cementing Melona’s presence in youth culture.
Challenge: Raise awareness for CELLO’s road and MTB bicycles.
Solution: Every cyclist has their own reason for riding — but whatever the terrain, the goal is the same: fun.
Each rider’s definition of “fun” may differ — the thrill of speed, the challenge of a steep climb, the wind against your face, a long commute, the burn in your legs, or even a post-ride meal. Whatever your motivation, it all comes down to one simple truth: you ride because it’s fun.
Results: By flipping common rider struggles into shared joys — pain into passion, fatigue into fulfillment — the campaign built emotional resonance among both road and MTB communities, strengthening CELLO’s position as a brand that truly understands the spirit of riding.
