KB Kookmin Bank Wins 'Daehan-i Salatda' Advertising Award of the Year
Grand Prize Winner in Online/Mobile Category at the 27th Annual Advertising Awards Hosted by the Korean Advertising Association
[Asia Economy Reporter Kangwook Cho] KB Kookmin Bank announced on the 18th that it won the 'Grand Prize in the Online/Mobile Advertising Category' at the '27th Advertising of the Year Awards' hosted by the Korean Society for Advertising, for 'Daehan-i Salatda' created to commemorate the 100th anniversary of the March 1st Movement.
The 'Advertising of the Year Awards' selected 18 works in 8 categories as the final winners after evaluating a total of 234 advertisements based on originality, suitability, and completeness.
'Daehan-i Salatda' is a song created and sung by seven female independence activists (Kim Hyanghwa, Kwon Aera, Shin Gwanbin, Shim Myeongcheol, Im Myeongae, Eo Yunhee, Yu Gwansun) who were imprisoned in Cell 8 of Yeoksa at Seodaemun Prison immediately after the March 1st Movement and carried out the Manse Movement even while incarcerated. The lyrics were passed down by descendants, and KB Kookmin Bank re-created the melody. The advertisement was produced by the advertising agency Elbest.
In 2019, to mark the 100th anniversary of the March 1st Movement, KB Kookmin Bank first released the 'Daehan-i Salatda' audio track with Jeong Jae-il, Park Jeong-hyun, and Kim Yuna, and through the audio promotion raised 100 million KRW in donations to support the construction of the 'March 1st Independence Declaration Square' at the site of Taehwagwan where the Declaration of Independence was proclaimed.
Also, to commemorate the 101st anniversary of the March 1st Movement this year, KB Kookmin Bank recreated and released '2020 Daehan-i Salatda' with Jeong Jae-il, Luna, Mad Clown, and others, symbolizing the first year of a new 100 years for a greater Korea beyond the past 100 years. This video has surpassed 2.6 million views on YouTube within two weeks of its release and is spreading widely.
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A KB Kookmin Bank official said, "We were moved to see many elementary school children across the country voluntarily creating videos and sharing them on social media through this campaign," and added, "We will strive to create good content that resonates more with the public through this award."
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