Samsung launched the '#BeFearless' campaign as part of its "Launching People" program. The campaign aimed to help millennials unleash their potential and engage young consumers by encouraging them to live life to the fullest without letting fears hold them back. Signs of fear like a pounding heart or sweaty palms are actually signs of excitement and that one is on the right path. The campaign reminded people that the signs of fear are signs of greatness within and encouraged them to be fearless.
2. SAMSUNG LAUNCHING PEOPLE
‘#BeFearless’ Campaign (2016)
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Client: SAMSUNG
Category: Integrated
Li
Campaign Description
People all over the world live with ‘everyday’ fears or phobias. They
can become a barrier to progress in life. But most people are reluctant
to reveal and get help for their personal weaknesses. Treatments are
expensive and time consuming, which is why millions of people only
try to avoid their worst situations everyday. As part of Samsung’s
program called ‘Launching People’, the objective of our campaign was
to help the millennials all over the world unleash their potential to live
their lives to the fullest and strongly engage young consumers with
Samsung, making the brand more relevant and aspirational.
http://www.samsung.com/ae/launchingpeople/
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3. SAMSUNG LAUNCHING PEOPLE
‘#BeFearless’ Campaign (2016)
!!NA)
The signs of fear, they’re not just fear.
Heavy pounding of your heart is a sign of excitement.
The sweaty feeling you get, a sign you're on the right path.
Your eyes wide open, the sign of your dream coming true.
The signs of fear, they’re signs of the greatness within.
Be fearless.
| STORYBOARD (BRANDFILM)
4. SAMSUNG SUHD TV ‘THIS IS TV’
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Client: SAMSNG
Category: TVC (Worldwide)
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5. SAMSUNG SUHD TV
‘THIS IS TV’ Campaign (2016)
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NA)
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THIS IS TV
SAMSUNG SUHD TV
| STORYBOARD (MANIFESTO)
8. SAMSUNG SMART CAMERA
‘WOW TRAVELER’ Campaign (2014)
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Client: SAMSUNG
Category: Integrated
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Li
Campaign Description
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Campaign Execution
Samsung Camera “WOW Traveler” campaign, which
started on Apr 13, invites fans to submit their best shots
to compete for a 6-day expenses-paid trip to New York
or London and a Samsung SMART CAMERA. The winner
will be selected based on celebrity photographers’
evaluations and also the number of likes and comments.
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Campaign Performance
The campaign attracted immediate attention on
Facebook, as the fan count of the page rose by 16,396
(22.3% increase) within 3 days after its start. The highest
daily fan growth was recorded on Apr 15, when the fan
increased greatly by 8,314.
9. Samsung Galaxy S4 ZOOM
‘TALK & ZOOM’ (2013)
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남1> I talk and shoot.
여1> I shoot and talk.
여1> I talk and spin.
남1> I spin and talk.
남1> I talk and zoom.
!
NA>
The only smart phone with the 10x optical zoom.
Samsung GALAXY S4 zoom.
| STORYBOARD
10. Samsung Galaxy S4 ZOOM
‘A LITTLE GENIUS, AELITA’ (2013)
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Client: SAMSUNG
Category: YouTube (Integrated)
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11. NIKE. JUST DO IT.
’YUNA KIM’ (2010)
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Client: NIKE
Category: Integrated
12. NIKE. ’YUNA KIM’ (2010)
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자막:
JUST DO IT.
NIKE
| STORYBOARD (Teaser)
5” Teaser x 6
14. HANKOOK TIRE ‘BE ONE WITH IT’
PERFORMANCE JERSEY (2014)
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Client: HANKOOK TIRE
Category: TVC/Integrated
15. HANKOOK TIRE
‘BE ONE WITH IT’ (2016)
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자막:Be One with Innovation
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남NA:
한계의 도전하는 기술
승리를 향한 플레이
한국타이어와 레알마드리드
최고를 향한 혁신으로 함께 달립니다
!
NA1:
HANKOOK TIRE
Global Partner Realmadrid
| STORYBOARD
16. Chevrolet MALIBU
‘CHANGE, FROM MALIBU’ (2016)
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Client: GM Korea
Category: TVC/Integrated
Li
Campaign Description
With its completely new design and performance upgrade,
the new Malibu wasn’t the only thing that changed here in Korea.
No, the Malibu changed everything. In Korea, the mid-sized market
has remained mostly untouched. (The Sonata has held over 50% of its
market share.) And the way consumers saw this car segment also
remained unchanged. So here’s the challenge we overcame to get the
consumer to see the unseen, touch the untouched in this unchanged
market.
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17. Chevrolet MALIBU
‘CHANGE, FROM MALIBU’ (2016)
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NA)
아침의 변화
습관의 변화
애티튜드의 변화
그리고 나 자신의 변화
!
이 모든 변화의 시작,
ALL NEW MALIBU
!
자막)
변화, 말리부로부터 부터.
!
CHEVROLET
FIND NEW ROADS
| STORYBOARD
18. Chevrolet MALIBU
‘CHANGE, FROM MALIBU’ (2016)
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NA)
모든것이 바꿨다
하지만 가장 많이 바뀐건 나 자신이다
변화 말리부로부터
ALL NEW MALIBU
자막 : CHEVROLET
FIND NEW ROADS
| STORYBOARD
19. Chevrolet SPARK ‘SPARK THE ROAD’ (2016)
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Client: GM Korea
Category: TVC/Integrated
Li
Campaign Description
Ariel was facing loss of emotional equity and relevance. The task? Get
Mini cars here carry this stereotype. With this campaign we wanted to
challenge the possibilities of the mini-car. This campaign was about a
real story of a musician named Oh Hyuk and his best friend Jung Jin
Soo setting out on a nation-wide road trip with the SPARK
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20. Chevrolet SPARK
‘SPARK THE ROAD’ (2016)
‘가고 싶은 곳, 어디라도. 스파크’
(Anywhere, places you want to visit– Spark)
자막: SPARK THE ROAD
남: 먹을 것을 먹고 루트는 완벽해요. 갑시다
남NA:
스파크와 오혁의 전국 로드트립
스파크 더 로드, 같이갑시다
자막:
스파크 X 오혁의 전국 로드트립
지금 쉐보레 홈페이지에서 참여하세요
가고싶은 곳 어디라도
2017 THE NEXT SPARK
CHEVROLET FIND NEW ROADS
| STORYBOARD (Pre-Launching)
21. Chevrolet SPARK
‘SPARK THE ROAD’ (2016)
‘가고 싶은 곳, 어디라도. 스파크’
(Anywhere, places you want to visit– Spark)
자막: 동급 최초 APPLE CAR PLAY 탑재
!
남: 양양 날씨는 어때?
SIRI: 별로 좋지 않은것 같습니다
남NA: 오혁에게도 스파크에게도 도전이었던
5일간의 전국 로드 트립
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남1NA:
가고 싶은 곳 다 가봐.
하고 싶은 건 다해봐.
스파크니까
THE NEXT 스파크
가고싶은 곳 어디라도
2017 THE NEXT SPARK
CHEVROLET FIND NEW ROADS
| STORYBOARD (Feature)
22. Chevrolet SPARK ‘LIFE IS FULL OF SPARK’
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Client: GM Korea
Category: TVC/Integrated
Li
23. Chevrolet SPARK
‘LIFE IS FULL OF SPARK’ (2015)
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자막 : LIFE IS FULL OF SPARK
여1 : 나의 스파크는 일요일이다
자막 : NEW 1.0 SGE 에코텍 엔진
NEXT GEN C-TECH
경차 이상의 압도적인 퍼포먼스
여1 : 일주일내내 몸이 무거워잖아?
다 털어내고 가볍게 달릴거야
자막 : 동급 초고 연비 구현(수동 모델 제외)
남NA : THE NEXT SPARK
자막 : 당신의 매일이 스파크로 빛나다. THE NEXT SPARK
CHEVROLET
FIND NEW ROADS
| STORYBOARD
24. | STORYBOARD
Chevrolet SPARK
‘LIFE IS FULL OF SPARK’ (2015)
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자막 : LIFE IS FULL OF SPARK
남1 : 내 스파크는 데이트다
오늘따라 더 이뻐보이시네요? 공주님~
자막 : 동급 최초 프리미엄 안전 시스템
동급 최초 차선이탈 경고 시스템
동급 최초 전방충돌 경고 시스템
초고장력 고장력 강판으로
더욱 단단한 차체
남1 : 아빠랑 있으니까 든든하지?
여NA : THE NEXT SPARK
자막 : 당신의 매일이 스파크로 빛나다. THE NEXT SPARK
CHEVROLET
FIND NEW ROADS
25. Chevrolet SPARK
‘LIFE IS FULL OF SPARK’ (2015)
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자막 : LIFE IS FULL OF SPARK
여1 : 할인받으셨습니다
남1 : 내 스파크는 히어로다
자막 : eco STOP&START
테크놀로지
연비와 환경까지 생각한 에코 모델
남1 : 이 순간에도 난 지구를 지키는 중
자막 : 동급 초고 연비 구현(수동 모델 제외)
여NA : THE NEXT SPARK
자막 : 당신의 매일이 스파크로 빛나다. THE NEXT SPARK
CHEVROLET
FIND NEW ROADS
| STORYBOARD
26. | STORYBOARD
Chevrolet SPARK
‘LIFE IS FULL OF SPARK’ (2015)
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자막 : LIFE IS FULL OF SPARK
동급 최초 Apple Carplay 탑재
여 : 금방 갈께
여NA : 내 스파크는 보디가드다
자막 : 더 넥스트 스파크 구매시
선착순 3천 분께 100만원 할인 혜택을 드립니다
동급 최초 차선 이탈 경고 시스템
여 : 알았어 알았어 안전 운전
자막 : 동급 최초 전방 충돌 경고 시스템
여 : 그래 속도 줄였습니다
자막 : 이런 경차는 처음이니까. THE NEXT SPARK
CHEVROLET
FIND NEW ROADS
30. | PRINT AD
| NON SMOKING CAMPAIGN (2003)
- 2003 Silver / The New York Festival!
- 2003 Excellence / Korea advertising awards
31. Experience!
!2011.8-Present Cheil worldwide / Senior Copywriter!
2011.2-2011.8 Mate communication / Copywriter!
2007.8-2011.2 Ogilvy (Seoul) / Copywriter!
2004.1-2007.7 Kiss creative group / Copywriter !
!
Awards and Accomplishments!
!2000 / Bronze / International telephone call 001 DACOM!
2003 / Silver / The New York Festival – Non-smoking campaign!
/ Silver / The New York Festival – NIKE !
/ Silver / London International Advertising Awards - Non-smoking campaign!
2004 / Silver / The New York Festival – Nike Kids!
/ Finalist / The New York Festival – Nike Running!
/ Excellence / Korea advertising awards – Non smoking campaign!
2005 / Bronze / Korea advertising awards – Non smoking campaign!
2006 / Gold / Korea advertising awards – Non smoking campaign!
!2007 / Band ‘Not for sale’ released ‘POP LAND’ (Singer/Writer)!
2015 / Publication. Independent Magazine ‘Rootless Magazine’ (http://facebook.com/rootlessdiaryproject)!
2016 / Publication. ‘Morocco dairy’ on ‘Brunch’ (https://brunch.co.kr/@rootlesscat)!
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Clients !
SAMSUNG GALAXY Mobile & S Tab (2014-Present)!
SAMSUNG Launching People (2016-Present)!
Chevrolet / Malibu, Spark, Cadillac, Cruze (2011-Present)!
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Previous Clients!
Electronics!
MOTOROLA (2006-2009)!
LG PDP TV / MOBILE / MONITOR GLOBAL (2003-2006) !
SAMSUNG SMART CAMERA ‘Shoot wow Share now’ campaign / International (2011-2013)!
Automotive!
Mercedes-benz (2009-2010) !
Hankook tire ‘Be one with it’ (2013-Present)!
Fashion!
NIKE with YUNA KIM (2011)!
NIKE KIDS / NIKE RUNNING (2007,2009)!
TOMBOY !
Public Service!
MINISTER OF HEALTHY & WELFARE ‘Non smoking campaign’ (2005-2007)!
Food!
PIZZA HUT (2008-2009)!
Beauty !
Dove (2008-2009)!
Skinfood (2009-2010)!
Yuhan-Kimberly (2009-2010)!
Other!
Double A (2011)!
KEB Bank!
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Education!
!B.S., Advertising & Public Relations (2004)!
University of Dong-eui, Busan, Korea
Eugene Park!
!* Portfolio : www.tvcf.co.kr/EUGENEPARK