| Title | KIRAMS AMBIENT BILLBOARD AD |
| Brand | KOREA INSTITUTE OF RADIOLOGICAL & MEDICAL SCIENCES HOSPITAL |
| Product / Service | CANCER CENTER |
| Category | A15. Commercial Public Services |
| Entrant | HUMMING IMC Seoul, SOUTH KOREA |
| Entrant Company | HUMMING IMC Seoul, SOUTH KOREA |
| Advertising Agency | HUMMING IMC Seoul, SOUTH KOREA |
| Name | Position |
|---|---|
| Sueng Ho Jeon | Chief Creative Officer |
| In Gyo Jung | Creative Director |
| Chul Woong Lee | Copywriter |
| Young Rae Joi | Art Director |
| Soo Youn Song | Account Supervisor |
| Young Jin Seo | Account Manager |
| Woo Chul Lee | Planner |
We installed the KIRAMS AMBIENT BILLBOARD AD at the transit passage of Nowon underground transfer station. Nowon station, a transfer station for underground line numbers 4 and 7, is one of the most populated underground stations in Seoul. Approximately 100 thousand people take, get off, and transfer underground at Nowon station every day. After noticing that the appearances and the pronunciations of Korean words for “life (삶[sa:rm])” and “cancer (암[a:m])” are similar, we overlapped the two words on a lenticular material to create a vision effect, in which the word “cancer” changes into the word “life” depending on the viewing angle.
Life (삶[sa:rm]) / Cancer (암[a:m]) When you change your perspective on cancer, you will see that there is life Energy that Continues On life KIRAMS Hospital