KOREANINSIGHTS  FROM    A SUNDAY DAYOFF  PICS.     By Emilio Pila. Digital Planning director at Cheil Spain
WHO FIND AN INSIGHT, ALWAYS AD HIS CULTURAL VIEW.   SOMETIMES IS FOR THE BETTER. SOMETIMES NOT.SPECIALLY DEDICATED TO ALL ...
TECHNOLOGY BRINGS NEW LIFE.
GRANDPA TOUGH               GRANDSON. SOFT.When a suffering society starts to raise and enrich so quickly,always children ...
OLD DAYS DIDN´T HAPPEN TO ME.   Puma windowshop at Myendong comercial area
TOO COOLFOR SCHOOL.Beauty brandshop next toUniversity District in Hongik.
ARE WE LOSINGTHE BEAUTY OF THE  WORLD OR ARE WE LOOKING FOR   BETTER VIEWS    THROUGH  TECHNOLOGY?    Line 1 Seoul Tube
THE PARADOX OF MEDIEVAL ROBOTSModern and ancient world viewed together by local artist at IP Boutique Hotel in Seoul.
CULTURAL PACE REMAINS.
PRESTIGE IS WHAT MATTER AT LAST.  Korean Airlines aircraft
UNITED OR FALL.Commom boundary gardening technique in     Seoul for pines agaisnt wind.
POKER FACE FOR A     WINNING HEART. Ancient Magical Totem placed at the townentrances to avoid bad spirits. The koreans ar...
DON´T WANT A PROMOTION, BUT AN OPPORTUNITY TO   SERVE COMMUNITY.Individual success is a quite rare concept. Real Koreans  ...
WAR AND PEACE.
FIGHT ENOUGH TO      RECONCILIATE.Two enemy brothers embracing in battlefield  First Korean War 1950-53- War memorial Muse...
REALITY DOESN´T LOOK REAL.   50´s war machinery are likely a kind of cartoon or a badvideogame look. Navy Scout Chopter. W...
THIS IS A FAMILY MATTER.In media, specially american-european words come bigger, but            inside home, they really m...
ETERNAL GRATEFUL TO     LOYAL ALLIES.                 In one hand the family matter    between South and North. In the oth...
TIME AND SPACE.
THE ROAD TO GET HERE      IS NOT FOR    A SIMPLE MAN.The metaphor of Long stairs in Seoul Palace.
BATTERY IS NEW         CINDERELLA.When battery starts to fall you really desire to  be in a “safe place”. For example: Hot...
THE CLIENT BRIEFTube shop at Yeongdeungpo station
NEW FRIENDSHIP IS IN POCKET.James, Alexey and Alexander in Grand Hyatt Hotel. Further          contact will be through mob...
Emilio Pila.         Digital Planning Director              at Cheil Spain                                                ...
THIS IS ME, TOO.PERFORMING AT HARD ROCK MADRID IN CHEIL XMAS PARTY                                                     Emi...
GOOD BRIEFSARE INSPIRING. ITS A FORMULA THAT RELATES ISSUE, INSIGHT AND CHALLENGE. UNVEALING 2 TRUTHS: PRODUCT TRUTH & PEO...
GOOD BRIEFS       ARE A FORMULA   OBJECTIVE       BUSSINES CLIENT NEED     ISSUE    AVOID OBJECTIVE. REALITY OBSERVED    I...
THE TRUTH LENSULTIMATELY, BRIEF HAVE TO BE SEEN WITH 2 BALANCED REALITIES        AND ANSWER   … WHAT DO YOU SEE?          ...
GOOD PIECE OF INSIGHTS       BMW. DO YOU LIKE TO DRIVE?                         IF YES. OK, BUY A BMW.       IF NOT. THAT´...
OTHER PIECES OF INSIGHTS FROM CHEIL SPAIN BRIEFS                                                                     “CANT...
Korean insights_emilio_pila_planerpila
Korean insights_emilio_pila_planerpila
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Korean insights_emilio_pila_planerpila

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A trip to Korea, Seoul. A day off xploring society, lifes, people and extracting intuitive insights from pictures made by myself. Mostly suited for advertisers and planners. Trying to understand how is the company culture I work for: Cheil Spain, the best Asian Agency of The world.

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Korean insights_emilio_pila_planerpila

  1. 1. KOREANINSIGHTS FROM A SUNDAY DAYOFF PICS. By Emilio Pila. Digital Planning director at Cheil Spain
  2. 2. WHO FIND AN INSIGHT, ALWAYS AD HIS CULTURAL VIEW. SOMETIMES IS FOR THE BETTER. SOMETIMES NOT.SPECIALLY DEDICATED TO ALL CHEIL KOREAN PLANNERS. AIMING THE EXCHANGE OF RICHER INSIGHTS.
  3. 3. TECHNOLOGY BRINGS NEW LIFE.
  4. 4. GRANDPA TOUGH GRANDSON. SOFT.When a suffering society starts to raise and enrich so quickly,always children new generations come with unexpected new values. Those values, as k-pop look are more accepted by grandpas than parents.
  5. 5. OLD DAYS DIDN´T HAPPEN TO ME. Puma windowshop at Myendong comercial area
  6. 6. TOO COOLFOR SCHOOL.Beauty brandshop next toUniversity District in Hongik.
  7. 7. ARE WE LOSINGTHE BEAUTY OF THE WORLD OR ARE WE LOOKING FOR BETTER VIEWS THROUGH TECHNOLOGY? Line 1 Seoul Tube
  8. 8. THE PARADOX OF MEDIEVAL ROBOTSModern and ancient world viewed together by local artist at IP Boutique Hotel in Seoul.
  9. 9. CULTURAL PACE REMAINS.
  10. 10. PRESTIGE IS WHAT MATTER AT LAST. Korean Airlines aircraft
  11. 11. UNITED OR FALL.Commom boundary gardening technique in Seoul for pines agaisnt wind.
  12. 12. POKER FACE FOR A WINNING HEART. Ancient Magical Totem placed at the townentrances to avoid bad spirits. The koreans are trully sensitive in the inside. Folk national Museum. Seoul.
  13. 13. DON´T WANT A PROMOTION, BUT AN OPPORTUNITY TO SERVE COMMUNITY.Individual success is a quite rare concept. Real Koreans portraits Shoot live in Folk Museum. Seoul.
  14. 14. WAR AND PEACE.
  15. 15. FIGHT ENOUGH TO RECONCILIATE.Two enemy brothers embracing in battlefield First Korean War 1950-53- War memorial Museum Seoul. There are no hard feelings between both frontiers.
  16. 16. REALITY DOESN´T LOOK REAL. 50´s war machinery are likely a kind of cartoon or a badvideogame look. Navy Scout Chopter. War memorial museum. Seoul.
  17. 17. THIS IS A FAMILY MATTER.In media, specially american-european words come bigger, but inside home, they really miss each other.
  18. 18. ETERNAL GRATEFUL TO LOYAL ALLIES. In one hand the family matter between South and North. In the other thegrateful thanks to allies. In the pic four of VIGIL family members from Colorado died in Korean War. War Memorial Museum. Seoul.
  19. 19. TIME AND SPACE.
  20. 20. THE ROAD TO GET HERE IS NOT FOR A SIMPLE MAN.The metaphor of Long stairs in Seoul Palace.
  21. 21. BATTERY IS NEW CINDERELLA.When battery starts to fall you really desire to be in a “safe place”. For example: Hotel.Maping, translation, consulting and orientation is throuh our Hub.
  22. 22. THE CLIENT BRIEFTube shop at Yeongdeungpo station
  23. 23. NEW FRIENDSHIP IS IN POCKET.James, Alexey and Alexander in Grand Hyatt Hotel. Further contact will be through mobile.& SM
  24. 24. Emilio Pila. Digital Planning Director at Cheil Spain THIS IS ME.E-commerce Start Up Best Asian Agency 2001 2003 Top Digital Agency 2005 Creative Boutique 2006 Big Worldwide Agency 2011 (client) Advergaming FROM PURE ONLINE TASTER TO INTEGRATION ROAD
  25. 25. THIS IS ME, TOO.PERFORMING AT HARD ROCK MADRID IN CHEIL XMAS PARTY Emilio.pila@cheil.com @planerpila @cheilspain Facebook.com/todoyeguadamilitar
  26. 26. GOOD BRIEFSARE INSPIRING. ITS A FORMULA THAT RELATES ISSUE, INSIGHT AND CHALLENGE. UNVEALING 2 TRUTHS: PRODUCT TRUTH & PEOPLE TRUTH BAD BRIEFS ARE INCONCRETE, DULL, MARKETING DUDE SPEAKING, WITH NO OBJECTIVE AND EXECUTIONAL. WANT IT ALL. LONG
  27. 27. GOOD BRIEFS ARE A FORMULA OBJECTIVE BUSSINES CLIENT NEED ISSUE AVOID OBJECTIVE. REALITY OBSERVED INSIGHT FIND A WAY TO SOLVE ISSUE. INSPIRE CHALLENGE CHALLENGE PROPOSE BEHAVIOUR CHANGE CREATIVES TO FORMULATE THE IDEA
  28. 28. THE TRUTH LENSULTIMATELY, BRIEF HAVE TO BE SEEN WITH 2 BALANCED REALITIES AND ANSWER … WHAT DO YOU SEE? THE ANSWER WILL BE THE IDEA
  29. 29. GOOD PIECE OF INSIGHTS BMW. DO YOU LIKE TO DRIVE? IF YES. OK, BUY A BMW. IF NOT. THAT´S BECAUSE YOU DONT DRIVE A BMW. BUY A BMW.
  30. 30. OTHER PIECES OF INSIGHTS FROM CHEIL SPAIN BRIEFS “CANT WAIT FOR MY COOLEST PIC´S LIKES” “TRUE LOVE IS PROVEN AS TIME GOES BY” For Samsung. Connected Camera Begins. Smart Camera with 3G and android. For Samsung Cheil Workshop. “FOR SURE I AM CREATIVE” For Samsung Note, Be creative. “WHEN YOU PLAY AS A TEAM, POSSIBILITIES GO TO INFINITE” For Samsung Basketball Sponsorship activation with Spain team, “(EVEN BEING SPANISH), Current Eurochampion. I REFUSE SEX BEFORE MY LAPTOP” For Samsung new Smart PC. “I AM THE STRONG STAR TEAM”For Adidas. Local Launching Experiential for Retrocharge football “IF I GIVE A COKE, I GIVE HAPPINESS” boots for tough defense players. For Coca Cola CRM vending machine promo. 4+1 “BUY LOWCOST. LOOK FLASHY” “FAMILY PERSONAL SHOPPER”For Stradivarius ZARA group dinamizartion instore. Youngsters buy For ZARA dinamization instore. Everybody ask for family advicemainstream but mash up in their own way creating premium look in one closer person in real time through live Chat as Chat-On

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