The purpose was to promote colorful mobile phones that LG CYON presented at an event. At that time the majority of Koreans were in favor of black, white and gray colors. And yet there was a demand for colorful phones among young people aged between 13 and 25. It was critical to characterize each color. An idea was brought up to attach a specific identity to different colors, by saying that ‘if you like such and such color, you are likely to be a ...... person.’ Brief movie clips were produced for each color to promote on the UCC. (Played on pdp at movie theaters and cafes)