I ADMIRE YOUR LIFE, DAD

TitleI ADMIRE YOUR LIFE, DAD
BrandSAMSUNG CARD
Product / ServiceFINANCIAL BUSINESS
CategoryA02. Non-Fiction: series or film
EntrantHOW'S CREATIVE Seoul, SOUTH KOREA
Entrant Company HOW'S CREATIVE Seoul, SOUTH KOREA
Contributing Company HOW'S CREATIVE Seoul, SOUTH KOREA
Production Company BOAZCMT Seoul, SOUTH KOREA

Credits

Name Company Position
Sungyoung Lee How's Creative Executive Creative Director
Eunsook Seo How's Creative Creative Director/Copy Writer
Youngrae Cho How's Creative Planner
Hwaseok Jang How's Creative Art Director
Hyeonggeun Yun How's Creative Designer
Soojeong Cho How's Creative Planner
Yonghun Lee How's Creative Planner
Eunyeong Ko How's Creative Finance
Gwan Lee Boazcmt Director
Jongyun Kim Boazcmt Chief Creative Director
Kyoungnan Kim Boazcmt Film Director
Sejin Oh ONE PIECE Editor
Dana Park ONE PIECE Vfx Artist
Sunghwan Cho Sound Director
Kyoungwan Kang Director Of Photography

The Campaign

April 2014, an incident that brought on a sense of great sadness and loss across the country occurred. The sinking of the MV Sewol claimed the lives of 294 people, including 183 high school students who were on a school field trip. The Korean public was deeply affected by this tragedy and through condolences to the victims and families of the sinking incident, many Koreans shared in the great loss, experienced by the victim’s families. As harrowing images were brought to the public through extensive news coverage; the public were left with a great sense of the utmost importance of family in this life. With the brand philosophy “Focusing on the important,” Samsungcard attempted to expand its image to embrace and incorporate immeasurable values such as that of the family in order to be a source of support and comfort to the public in its hour of darkness.

Results

A fake survey was conducted on Samsungcard’s official Facebook, which asked people who they admire the most. Female respondents who have chosen “father” were individually contacted to invite them and their fathers to a surprise event a few days later. Fathers, who thought this was a simple dinner date, were shown a surprise video, delivering messages that they were the ones being admired the most by their daughters. Dads and daughters who were invited to share this moment watched the video, holding hands tightly and shedding a few tears. This was truly a date that either one would ever forget. All these precious moments during the date were captured in a series of sketch movie clip.

Fathers and daughters were specifically targeted, because they are least likely to express and share emotions with each other. By providing them an opportunity to spend meaningful time together and to express their innermost feelings that they are often too shy to share; and disseminating the resulting video clip, Samsungcard aimed to lift people’s spirits and increase the likability of the company’s image.

Within one month of uploading the video clip on Youtube, views exceeded 1,200,000. And in that same period, it received more than 4,000 likes and 1,000 shares on Facebook. Samsungcard successfully framed its image in people’s minds as a brand that upholds the integrity of values such as family that cannot be traded for any riches in this world.