AIA REAL LIFE CHEER UP PROJECT

TitleAIA REAL LIFE CHEER UP PROJECT
BrandAMERICAN INTERNATIONAL ASSURANCE KOREA
Product / ServiceFINANCE/LIFE ASSURANCE
CategoryB01. Internet Film
EntrantADQUA INTERACTIVE Seoul, SOUTH KOREA
Entrant Company ADQUA INTERACTIVE Seoul, SOUTH KOREA
Advertising Agency ADQUA INTERACTIVE Seoul, SOUTH KOREA
Production Company BLUE LIGHT Seoul, SOUTH KOREA

Credits

Name Company Position
Seo Jeongkyo Adqua Interactive Chief Creative Officer
Lim Hyochul Adqua Interactive Account Director
Park Boyoung Adqua Interactive Account Executive
Jeong Minkyung Adqua Interactive Account Executive
Chun Hunchul Adqua Interactive Executive Creative Director
Kim Hyunkyoon Adqua Interactive Creative Director
Lee Bora Adqua Interactive Copywriter
Lim Haejun Adqua Interactive Producer
Kwon Jeonghan Bluelight Director

Brief Explanation

Korea is a country that has been divided into north and south for 65 years. Every year, about 270 thousand of male citizens in their 20s joins the military to serve for 2 years, which is mandatory for all males in Korea. Actual recruits were cast and interviewed about their emotions before joining the military. On Apr. 29th and May 13th, each selected recruit was invited to an old barbershop in front of a bootcamp at Uijeongbu. After shaving their heads, the recruits looked upon their unfamiliar selves in a mirror. Suddenly the lights go off and the mirror starts playing a video letter from the recruits family members. After the video letter the family members were then brought into the barbershop to embrace and cheer each other up.

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