Korea Broadcasting Advertising Corporation (KOBACO) Design & Branding SILVER TALK by Cheil Seoul

SILVER TALK

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Industry Public awareness
Media Design & Branding
Market South Korea
Agency Cheil Seoul
Director Donghoon Kim
Executive Creative Director Thomas Hongtack Kim
Creative Director Thomas Hongtack Kim
Art Director Youbin Bang, Eomji Lee, Jihyun Song, Kyejo Lee
Copywriter Sunkyoung Chang, Juhyeong Han
Producer Yuseok Lee
Editor Inchul Choi
Released December 2012

Credits & Description

Advertiser: KOREA BROADCAST ADVERTISING CORPORATION (KOBACO)
Agency: CHEIL WORLDWIDE
Category: Fast Moving Consumer Goods
Advertising campaign: SILVER TALK
Director: Donghoon Kim
Copywriter: Juhyeong Han (Cheil Worldwide)
Art Director: Youbin Bang (Cheil Worldwide)
Producer: Yuseok Lee
Copywriter: Sunkyoung Chang (Cheil Worldwide)
Executive Creative Director: Thomas Hongtack Kim (Cheil Worldwide)
Art Director: Eomji Lee (Cheil Worldwide)
Editor: Inchul Choi
Art Director: Jihyun Song (Cheil Worldwide)
Art Director: Kyejo Lee (Cheil Worldwide)
Trend Specialist: Eunyoung Koh (Cheil Worldwide)
Sound Design/Arrangement: Hochul Ju (Audiolab)
Chief Creative Officer: Jeongkeun Yoo (Cheil Worldwide)
Creative Director: Thomas Hongtack Kim (Cheil Worldwide)

Client Brief Or Objective
The Silver Talk Campaign seeks to find a new way of communication between the old and young generation; the silver generation* offers wisdom through a talk show and the young generation share their talents by creating artworks inspired by the talk. (*silver generation: A term commonly used in Korea which refers to the elderly)Is there any way to get more people to experience the Silver Talk Campaign?

Implementation
1) Book in a Book: Implying that the sliver generation (the large brown book) embraces the young generation (the small pink book)2) Two Books Connected by a Navel String: A metaphor to show that the young generation receives nutrients from the silver generation3) An Art Show in a Book: Showing the creativity of the young artistsThe small book makes you feel like you are really at the art show. The ideas of each piece are made into a 3-dimensional experience (Pop-up).

Outcome
-The Silver Talk art show was hosted for 17 days with 50,000 visitors and more than a million visited the website and gained new perspectives on the ‘silver generation’. Newspapers and TV programs subsequently dealt and raised the issue of the silver generation as storytellers. The campaign was extended to 4 months which initially planned for 2 months due to the active responses. On the Silver Talk Campaign website, the recommendation of the storytellers and the young volunteers are still posting their will to participate on the coming up events.The ‘invisible men’ are redefined as great storytellers.

Brief Explanation
Let’s gather the touching moments of this Silver Talk Campaign all into one book! This book is more than just a mere book. The moment you open it, it seems as if you are actually at the talk show and the art show.