Korean National Police Agency Design & Branding OWL by Jeski Socal Campaign, Krarf


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Industry Government & Other Authorities
Media Design & Branding
Market South Korea
Agency Jeski Socal Campaign
Creative Director Frank Anselmo
Copywriter Song Bo-Mee
Agency Krarf
Released November 1999

Credits & Description

Category: Public Spaces
Agency: KRARF
Assistant Director: Jeseok Yi (Jeski Social Campaign)
Assistant Director: Hyun-Oh Cho (Jeski Social Campaign)
Creative Director: Frank Anselmo (Jeski Social Campaign)
Assistant Director: Bong Man-Gyun (Jeski Social Campaign)
Copywriter: Song Bo-Mee (Jeski Social Campaign)
PD: Kim Yong-Hoon (Jeski Social Campaign)
PD: Ee Jung-Hwan (Jeski Social Campaign)
Media placement: Graphic installation on building - Gang-nam Police office, Seoul - September 2011 - Current

Describe the brief from the client
The National Police Agency of the Republic of Korea, whose main goals are to improve our external and internal images to facilitate better communication with citizens of the Republic of Korea through a more friendly approach, have appointed Jeseok Yi, President of Jeski Social Campaign, who ran public advertisements full of ideas with brilliance and wit, as the National Police Agency’s official advisory committee member, starting summer of 2011, with an intention to start a national public relations campaign.

Describe the challenges and key objectives
The Korean National Police Agency wanted to pride itself on its brand of unsurpassed, 24-hour surveillance in a creative way.

Describe how you arrived at the final design
An owl graphic was affixed to the precinct building around windows to represent the eyes of a night owl. This piece is still installed on the wall of Seoul Gangnam police station, presenting a state of ‘faith’ to citizens by portraying the lighted windows of the police station as eyes of an owl which symbolises our attempts to create a safe and reliable nation for our citizens, through day and night.

Give some indication of how successful the outcome was in the market
This brilliant piece won both the citizens’ love and media’s attentions as it was considered an exceptional approach for any National Agency to take. This approach received many applauds from critics and from various social groups as a brilliant way to reassure our citizens and improve the public image of the National Police Agency through the use of popular cultural art.