Global campaign for "Korea Inspiring" of KTO

Jan. 22, 2010

Source: Media Asia News

Korea Tourism Organization | Korea Inspiring | Global

by Benjamin Li, Media Asia/ 22-Jan-10, 11:39

A year after Cheil Worldwide scooped the creative and media business for Korea Tourism Organization (KTO), a global campaign is set to launch in mid-March under the theme ‘Korea inspiring’.

Cheil won the creative and media business last March 2009. Joe McDonagh, executive worldwide creative director at Cheil, explained that KTO's image has been fragmented under the tagline ‘Korea sparkling’. He added that one of the biggest challenges is to integrate the essence of the Korean culture and deliver them in a unified format.

McDonagh said: “The message before was disconnected. Print ads with individual messages. Some worked and some didn’t. We need to find a focus this time and connect with people in a deeper level.”

The global campaign involves three television commercials that have been adapted for each region: Asia, Japan, the US and Europe. Cheil has identified three distinct connections within the Korean culture. 'Qi' being the spiritual bond with nature; ‘Cheong’ as the heart-to-heart connection between people; and ‘Heong’ which refers to the collective energy and passion of the Korean philosophy.

“We have no significant landmark like the Eiffel Tower or Times Square. It is the people that make us stand out. That’s the magic that you never let go of,” McDonagh added.

The creative concept for the ad that airs in Asia is focused on music, fashion and energy. For Japan ithe focus is on hospitality and the elements in nature. It is also the only ad version that features Korean celebrity Bae Yong-joon, who played a key part in the ‘Korean wave’ that swept across Asia in 2002. The American version of the ad incorporates the rich culture of Korea and its landscapes.

The campaign will kick off with the TV ads and with print and online promotions running at a later stage.

Asia:


Japan:


US & Europe:

Credits:
Project Korea Inspiring
Client Korea Tourism Organization
Creative agency Cheil Worldwide
Executive worldwide creative director Joe McDonagh
Creative director Alex J Kwon
Art director JangHoon Park
Copywriter JoongSik Choi
Producers LeeSeok Kim, KyungHeon Kim
Account servicing JungKi Park, EunJin Yoon
Exposure Television

BYJ's 100 days training

Jan. 22, 2010

A video of BYJ's 100 days preparation for pictorial.

For the new Bae Families, this training was done for the pictorial of "The Image Vol 1" last few years ago.

Reposted in BYJFan/처음사랑/01.20.10

http://video.nate.com/211305017
By hongsejin 01.18.10

Love, love this soooo much.
After all the hardships and efforts in 100 days of training and diet.
My "Honey Baeb" Yong Joon in a sexy , masculine and sturdy body.

BYJ's Philosophy

Jan. 22, 2010

A translations of Bae Fan's blog about the philosophy of BYJ through discovering "the Beauty of Korea"

Accounts of BYJ from Hanbok teacher Lee Hyo Jae (LHJ)

original : koko3 blog
To Chinese : SNOW / Byjfamily.net
Repost by : 北___北 / tieba.baidu.com/f?kz=697635565 (18-01-2010)
To English : cam / www.baeyongjune.com (Thank you so much)

Teacher Lee did not know Michael Jackson (MJ).
One day, while having a meal in the store, she saw the report on MJ’s passing. From then on, she said she started liking MJ.

Later she saw YJ, YJ revealed his sadness while mentioning the passing of MJ.
Followed by
YJ : MJ and Teacher Lee are the same age. Born on the same day (not sure if he is referring to his birthday or the teacher’s) (note: MJ ‘s birthday : August 29 1958)
LHJ: What’s wrong?
YJ: Nothing, just a tongue in cheek comment.

Later, teacher Lee realized perhaps what YJ meant was that whenever MJ comes to mind, so should YJ as well.

One day they were making Kimchi
Teacher Lee wrote on the blackboard the word Kimchi

At that moment, YJ wrote at the side :
Master Lee Hyo Jae, Disciple Bae Yong Joon.
From then on teacher Lee started addressing BYJ as “disciple”.

Looking at YJ’s philosophy through the book of Beauty of Korea

Original : SNOW / Byjfamily.net
Repost by : 北___北 / tieba.baidu.com/f?kz=697585109 (18-01-2010)
To English : cam / www.baeyongjune.com (again thanks a lot sis)

I have finally finished reading the Beauty of Korea which I bought last September. BYJ’s thinking is quite philosophical. One can see that he also wishes to do many things. There are a few interesting areas I was quite drawn to. Here “I” refers to BYJ

Making Ceramics

The ceramics teacher said among 800 items, generally there are only 50 items that can be classified as satisfactory.

The teacher asked me to select one out of the 48 glazed fired crane ceramics from the kiln, as a gift for myself. At the same time testing my eyesight.


I carefully checked one after another. I narrowed it down to 6 items. Eventually I had chosen 2 items, then I picked my favorite one. I placed the ceramic in front of the teacher with two shivering hands.

The teacher said “ This ceramic is really second to none”. After hearing this, I heaved a huge sigh of relief.

Kyong Ju

After seeing the ancient capital Kyongju, while I was lost in my thoughts, a colleague who likes to snack wanted to try the traditional Kyongju steam bun. He was pestering me saying that “there is no other branch elsewhere in the country, this is the only place that sells them”. So we then went into the shop and watched the entire process.

The newly made Kyongju steam bun is just delicious. The filling inside made us very happy while eating it. A group of people were saying how this is the first time for them to taste these steamed buns, but at the same time they were wrapping the sample buns (from the counter)which were for the visitors to try out with serviettes into their pocket. Originally I was going to stop their indiscretions, but after seeing their smiling faces, I dispelled the thought. Afterwards I bought a box of steamed buns in order to express my apologies to the owner.

(Leny) Wondering what steam buns look like. Is it like the white Chinese steam bun that we called here "Siopao" or is it the brownies one that I've seen in a certain drama.