Communication

Brand New Soju Model SaeroGumi

Extra Form

Country	Korea
Year	2024
Award	WINNER
Client	LOTTE CHILSUNG
Affiliation	STUDIOK110
Description(English)	Alcohol is a complicated product to articulate for brands and models due to the tight regulations of expression within ads. While competitors market products aggressively through top celebrities, we animated an “out of this world” model for differentiation and an upper hand in expression: Saerogumi, a mystical creature known to prey on human liver -which alcohol also “preys” on. As a character, she was limitless from creation to her fantastical delivery in the commercial. Exhibiting her Korean origin from her clothes to accessories, Saerogumi jumps among online and offline spaces spreading her charm creatively from social media to posters.
Description(Native)	주류광고업 특성상 모델이 표현할 수 있는 범위의 한계로 인해 광고주나 모델 입장에서 주류는 표현하기에 매우 까다로운 상품입니다. 심지어 경쟁사들은 S급 모델을 활용하며 공격적인 마케팅을 진행하고 있었고, 우리는 그들과 차별점을 가져가면서 표현의 우위를 가져가기 위해 시공간을 뛰어넘는 8등신 애니메이션 캐릭터를 모델로 디자인하게 되었습니다. 바로 ‘술’하면, ‘간’! 그리고 ‘간’하면 생각나는 한국의 전설 속 영물인 구미호, ‘새로구미’를 말이죠! 캐릭터이기 때문에 현실에서는 불가능한 컨셉들을 광고를 통해 소화해낼 수 있었고 덕분에 표현의 제약을 받지 않고 자유롭게 새로구미의 아이덴티티를 디자인 할 수 있었습니다. 한국 소주 브랜드 모델인 만큼 착용한 의상부터 액세서리까지 모두 한국적인 요소를 차용하였고 이를 기반으로 SNS, 포스터, TVCF 등 온/오프라인을 넘나들며 새로구미의 다양한 매력을 소비자들에게 크리에이티브하게 전개하고 있습니다. 앞으로도 새로구미가 만들어가는 새로운 주류 광고 크리에이티브를 지켜봐 주시길 바랍니다.
Positive Comments
Judging Comments	The project received high praise for its innovative approach to marketing alcohol within tight regulations. By creating Saerogumi, a mystical creature, the design team bypassed traditional advertising constraints, delivering a unique, fantastical character that resonates across various media. This strategy not only differentiates the brand but also leverages Korean cultural elements to enhance appeal. The use of an animated character provides limitless creative expression, seamlessly integrating into both online and offline platforms.

1. in Space
   

   Quiet Boundary

2. in Space
   

   Blissful Breeze

3. in Space
   

   Luci Atelier

4. in Space
   

   Mocha

5. in Space
   

   MJ Residence

6. in Space
   

   VARIABLE AND TRANQUIL HOUSE

7. in Space
   

   SANWA METAL INDUSTRY

8. in Space
   

   Flowing White

9. in Space
   

   Living in the dream

10. in Space
    

    Euphoric Harmony

11. in Space
    

    NOC

12. in Space
    

    ALL WHITE

13. in Space
    

    Level House

14. in Space
    

    The Comforting Embrace of Wood

15. in Space
    

    XIANG DUCK

16. in Space
    

    MUJI Style

17. in Space
    

    Anti Prohibition

18. in Space
    

    Dainty Suite

19. in Space
    

    CONTINUATION

20. in Space
    

    PURITY

21. in Space
    

    Resonance

22. in Space
    

    Terrain

23. in Space
    

    Artistic Bosque

24. in Space
    

    Singapore HDB in Mid Century Modern Style

25. in Space
    

    Singapore Condominium in Baba Nyonya Style

26. in Space
    

    2024 Spring Living Experiment Festival

27. in Space
    

    Scarlet Threads

28. in Space
    

    Silence in the Mirror

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