Innocean Launches "The Biggest Lifeguard" Outdoor Campaign at Haeundae Beach

Modeled After a Real Haeundae Lifeguard
Utilizing Shinsegae Group's Grand Chosun Media Facade

On August 6, Innocean announced that it is launching a public interest campaign featuring “the world’s largest lifeguard” on the Grand Chosun Media, a landmark in Busan and the only outdoor advertising free zone outside the Seoul metropolitan area in Korea.

Innocean, together with Shinsegae Property, which operates Grand Chosun Media, has established a system that displays messages based on real-time environmental data. The campaign video is titled “The Biggest Lifeguard.” Shinsegae Property oversaw the project, while Innocean was responsible for planning and production.

Grand Chosun Media is a curved digital signage measuring 25 meters wide and 31 meters high, installed on the exterior wall of Grand Chosun Busan, located in front of Haeundae Beach. It began full-scale operation in June. On this massive digital signage, a marine lifeguard appears to deliver real-time safety messages to beachgoers at Haeundae.

The video uses 3D anamorphic technology to show the lifeguard’s safety instructions for various situations, linked to real-time weather information and data such as wave height, to ensure safe water activities. On days when the waves are high, the lifeguard is shown giving partial or full control signals depending on the situation. On normal days, the background of the video changes according to weather conditions such as clear skies, clouds, or rain, adding realism.

Through this campaign, Innocean and Shinsegae Property aim to raise safety awareness among visitors to the beach. Haeundae is a leading beach tourism destination that attracts an average of 200,000 to 250,000 tourists per day during the summer peak season. However, due to rising sea temperatures, the frequency of rip currents?narrow surface currents flowing from the shore out to sea?has increased, leading to a steady occurrence of maritime accidents.

Lee Yongwoo, CEO of Innocean, stated, “With the launch of the world’s largest lifeguard campaign in Haeundae, we will continue to deliver public interest messages that have a positive impact on society as a whole through various creative initiatives.”

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