2022 Hanyul Tiger Campaign : Digital Contents
2022 임인년 한율 '날아라 호랑이' 캠페인
Concept
In Korea, tigers are central to many traditional folktales. As a creature deeply familiar to the Korean spirit, the tiger has long been used to personify the
emotions and experiences of everyday people. To celebrate 2022, the Year of the Tiger, Hanyul created a video campaign capturing uplifting messages through
the imagery of tigers harmonizing with Korea’s natural landscapes.
1) Full Film 16:9, 44″
1) Full Film 16:9, 44″
The film begins with a tiger running energetically through the ripening rice fields of Yeoju, symbolizing support for a fresh start to the new year.
In Goheung, a tiger looks up at the moonlight under a Yuza tree, wishing for a fruitful harvest. In Ganghwa, another tiger greets a new day with resolve
in a young mugwort field. These stories depict the flow of time and change in scenery through a uniquely Korean lens.
The narrative visually expresses the journey of natural ingredients from their places of origin, ripening with nature’s energy until they are ready for
use—conveying the brand’s deep-rooted values. The video incorporates Seo Hana’s modern reinterpretation of folk painting, paired with the sounds of the
traditional daegeum and cello. This, along with reimagined traditional music and realistic sound effects of natural ingredients, delivers a sensorial,
Korean-style aesthetic true to Hanyul’s brand mood.
2) Short Film 1:1, 15″
2) Short Film 1:1, 15″
1st. Yeoju — Red-Tinted Red Rice
2nd. Goheung — Yuza Enveloped in Moonlight
3rd. Ganghwa — Young Mugwort Nurtured by Sea Breezes
By designing content that encouraged active customer engagement both online and offline, we achieved positive results.
Organic integration of mobile media and offline content, and layered content with a strong motif—varying in form and timing—delivered an enjoyable customer experience. Hanul SNS followers increased by 120% (January 2022) / 168,000 views on Chinese SNS channels / 7% increase in visitors to Amore Seongsu
Organic integration of mobile media and offline content, and layered content with a strong motif—varying in form and timing—delivered an enjoyable customer experience. Hanul SNS followers increased by 120% (January 2022) / 168,000 views on Chinese SNS channels / 7% increase in visitors to Amore Seongsu
By designing content that encouraged active customer engagement both online and offline, we achieved positive results.
Organic integration of mobile media and offline content,
and layered content with a strong motif—varying in form and timing—delivered an enjoyable customer experience.
Hanul SNS followers increased by 120% (January 2022) / 168,000 views on Chinese SNS channels / 7% increase in visitors to Amore Seongsu
3) Instagram Contents
3) Instagram Contents
To pique customer curiosity,
the event was promoted through live video content,
delivering the atmosphere of the pop-up store in real-time.
the event was promoted through live video content,
delivering the atmosphere of the pop-up store in real-time.
4) AR Contents
4) AR Contents
These interactive AR experiences allowed users to explore the stories of the brand and its products in a hands-on, immersive way. This innovative approach to communication not only promoted the campaign to new audiences but also helped strengthen HANYUL’s image as a lively and engaging brand.
1st. Yeoju — Red-Tinted Red Rice
2nd. Goheung — Yuza Enveloped in Moonlight
3rd. Ganghwa — Young Mugwort Nurtured by Sea Breezes
These interactive AR experiences allowed users to explore the stories of the brand and its products in a hands-on, immersive way. This innovative approach to communication not only promoted the campaign to new audiences but also helped strengthen HANYUL’s image as a lively and engaging brand.
- Amorepacific Creatives
- Visual / Art-directing
- 강라미, 유희선
- AR / Art-directing
- 황주영
-
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