Cannes Lions

SECURITIES

CHEIL WORLDWIDE, Seoul / SAMSUNG / 2009

Overview

Entries

Credits

Overview

Description

The world can be identified with either yin or yang, positive or negative and O or X in Korean culture. In Asian countries, 2009 is the year of OX, or bull. Also, an OX or bull market in the financial world describes upward movements in the investment as a whole. As such, one can see various ideas of OX in different contexts.

Applying this concept to a greeting card, Samsung Securities delivers the message in which it will do its best for satisfying each and every customer.

Execution

In Korea, O and X represent a good and bad or positive and negative message. By placing two opposite messages with symbolized visual of the ideas, we could deliver contrary aspects of things in life in a playful way.

Outcome

In the greeting message, Samsung Securities’ efforts to provide “O” ways to its customers are well illustrated. The company could elevate its corporate image with the project’s fresh and interesting communication idea.

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