| Title | FIRST CARE ACTIVATING SERUM |
| Brand | AMOREPACIFIC |
| Product / Service | FILM CRAFT |
| Category | A01. Art direction/Production design |
| Entrant | BBDO KOREA Seoul, SOUTH KOREA |
| Entrant Company | BBDO KOREA Seoul, SOUTH KOREA |
| Advertising Agency | BBDO KOREA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Jt Kim | BBDO Korea | Creative Group Head |
| Cw Lee | BBDO Korea | Account Director |
| Jy Choi | BBDO Korea | Creative Director |
| Kyunghee Lee | BBDO Korea | Account Executive |
| Sulki Lee | BBDO Korea | Account Executive |
| Hl Lim | BBDO Korea | Art Director |
| Nr Kim | BBDO Korea | Account Executive |
To visualize philosophy of Sulwhasoo that takes control of inner and outer beauty, people dance and complete the form of plum blossoms- the brand pattern of Sulwhasoo These plum blossoms are assembled to make the form of First Care Activating Serum, where moist radiance infuses from deep within. As this radiance is not the radiance that glows for a short moment but is a continuously-shining vitality, we tried to express the radiance provided by First Care Activating serum through the stretching leaves.