ADVERTISING

Binggrae

Dress to Remember

Agency: Dminusone

Description

From 1910 to 1945, many Koreans fought for independence, enduring imprisonment and sacrificing their lives. However, those who never lived to see liberation passed away in cold prison cells, leaving behind only photographs of themselves in prisoner uniforms. Binggrae, a long-standing supporter of patriots’ descendants, 
now presents our heroes with new clothes they truly deserve. In this project, we collaborated with a master artisan of hanbok to create special hanbok dress. Using the finest fabrics and colors that symbolized the activists' noble spirit, the hanbok was elaborately crafted. And we use AI technology to restore historical photographs of these independence activists and change their clothes. The restored portraits were framed and presented to their descendants, and the official records in Korea’s National Merit Records were also updated with the newly restored images.

This professional campaign titled 'Dress to Remember' was published in South Korea in August, 2024. It was created for the brand: Binggrae, by ad agency: Dminusone. This Experiential medium campaign is related to the Food industry and contains 3 media assets. It was submitted 23 days ago by Copywriter: hongkyun kim of Dminusone.

Credits

Advertising Agency: Dminusone
Production Company: Episode Film
Creative Director : Donggil Kim, Janghan Kim
Copywriter: Hongkyun Kim
Art Director: Jiwoo Lee, Minji Hong, Joonwoo Song
Account Executive: Hojin Hwang
Director :Eunu Choi

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