'Beomnaeryeonda' HS Ad Wins Grand Prix at the 28th Advertising of the Year Awards

Korea Tourism Organization 'Feel the Rhythm of KOREA' Campaign.

[Asia Economy Reporter Lim Chun-han] LG-affiliated advertising company HS Ad announced on the 29th that the 'Feel the Rhythm of KOREA' campaign, produced for the Korea Tourism Organization, was awarded the Grand Prix, the highest prize in the overall category, at the 28th Annual Advertising Awards presented by the Korean Advertising Association.

This campaign was created to promote the charm of the Korean tourism brand overseas and encourage visits to Korea after COVID-19. Through the lively rhythms and addictive dance moves featured in the video, it achieved over 600 million views, receiving an explosive response.

Previously, the 'Feel the Rhythm of KOREA' campaign won numerous awards at various advertising festivals, including the Grand Prix at the Seoul Video Advertising Festival, the Silver Spike at Spikes Asia, and the Grand Prize at the Good Advertising Awards chosen by the public.

For this year's Advertising Awards, a total of 208 advertisements were submitted across seven categories, including the TV commercial category. Winners were selected through a three-stage judging process consisting of preliminary judging by the jury, an online final judging by all members of the Advertising Association, and the final judging round.

Professor Jo Jeong-sik of Chung-Ang University, who served as the head judge, stated, "The winning works selected through the rigorous three-stage evaluation were masterpieces that well represented the positive influence of advertising connecting brands and consumers, and they faithfully elicited empathy with their messages."

This content was produced with the assistance of AI translation services.