FSN "Adqua Wins Consecutive Awards at New York Festival for 'Maeumieum' Campaign"

[Asia Economy Reporter Hyunseok Yoo] Adqua Interactive, a subsidiary of Future Stream Networks (hereinafter Adqua), announced on the 18th that it was selected as a finalist in two categories at the New York Festivals Advertising Awards, earning consecutive honors with GS Caltex’s ‘Maeumium’ campaign.

Started in 1957, the New York Festivals is a globally prestigious awards ceremony with participation from over 50 countries annually, and is considered one of the world’s top three advertising festivals alongside the Cannes Lions International Festival of Creativity and the Clio Awards.

At this festival, Adqua was selected as a finalist in two categories for GS Caltex’s ‘Maeumium Fairy Tale’ campaign: ▲Film: Best Use, and ▲Public Relations: Best Use.

Launched in May last year, the GS Caltex ‘Maeumium Fairy Tale’ campaign was planned as part of GS Caltex’s corporate slogan ‘I am your Energy,’ which means ‘Changing the world by changing the prejudices within us.’ The campaign reawakened public prejudice against the ‘stepmother’ stereotype and presented a new perspective on remarried families based on real stories. Since its launch last year, the campaign has won two gold awards at the Korea Advertising Awards and the Grand Prize at the Korea Online Advertising Awards.

The GS Caltex and Adqua ‘Maeumium’ campaign originally began in 2017 with the ‘Maeumium Ringback Tone’ campaign, which designed a call connection tone before counseling calls to protect the personal rights of emotional laborers working at call centers. After its open-source release, the ‘Maeumium Ringback Tone’ was adopted by various corporate and local government call centers, leading to tangible changes in customer behavior toward counselors. It received 30 awards in total from 12 domestic and international awards, including the Silver and Bronze awards at the 2018 New York Festivals.

Jeon Hooncheol, CEO of Adqua, said, “Since this campaign was conducted with the belief that a small change in perception can change the world, I feel great fulfillment that it resonated with many people.” He added, “We are grateful for the consecutive New York Festivals awards for the GS Caltex ‘Maeumium’ campaign, and we will continue to strive to present campaigns that move the world with fresh ideas.”

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