Category : Promotion Campaign

Client : KHNP (한국수력원자력)

2019 AD Star Finalist_Promotion

Sung Wook Han (Creative Director)

Song Yi Han (Art Director)

Nyong Ha Chang (Art Director)

Eun Sun Kim (Art Director)

Yong Jun Chea (Copywriter)

Eun Song Lee (Copywriter)

KHNP, an integrated energy company that represents the best of Korea.

However, to younger generations, the company that has nothing to do with them.

We need to find a way for KHNP to get closer to younger generations. Not the huge energy of an energy company, but the energy that will lend youths strength and stand by their side.

Korean youths has always been exhausted in daily lives. Tired youths who struggle to prepare for employment and college entrance exams. Korea has the longest high school class hours,

but the lowest employment rate among all OECD countries.

In Korea, there is an expression called ‘to instill Qi,’ meaning gathering energy to give to others.

This is a rallying call to cheer others up! Our inspiration comes from the unique movement used to gather Qi Energy.

We made an ‘Qi Energy Bar’ which contains energy filled with the special power to cheer up others.

The Qi Energy Bar is filled with the seven representative energies of KHNP for each day of the week, imbuing the younger generations with cheer in 35 different fortune messages.

The campaign has spread from Seoul to the entire nation, receiving a flood of positive responses. In addition, the digital campaign created an even greater sensation,

allowing energy to be shared more easily with friends in need.