| Title | NOSTALGIA OF HAENYO, A WOMAN DIVER |
| Brand | SK TELECOM |
| Product / Service | SK TELECOM(CORPORATE IMAGE) |
| Category | A01. Direction |
| Entrant | SM CULTURE & CONTENTS SEOUL, SOUTH KOREA |
| Idea Creation | SM CULTURE & CONTENTS SEOUL, SOUTH KOREA |
| Media Placement | SM CULTURE & CONTENTS SEOUL, SOUTH KOREA |
| Production | APOLLO Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| KwangSoo Lee | SM Culture & Contents | Chief Creative Officer |
| MiJeong Oh | SM Culture & Contents | Creative Director |
| UoonCu Jung | SM Culture & Contents | Art Director |
| HyeongHun Lee | SM Culture & Contents | Copywriter |
| SooHyun Lee | SM Culture & Contents | Copywriter |
| HoJin Jeong | SM Culture & Contents | Chief Account Executive |
| HwaChul Han | SM Culture & Contents | Account Director |
| JongMin Kim | SM Culture & Contents | Account Manager |
| YuShin Kim | SM Culture & Contents | Account Manager |
| SungChul Park | APOLLO | Director |
SK Telecom’s philosophy toward 5G technology is it should be essential and meaningful to users beyond cutting-edge image. To find the meaning of 5G technology, we started “The first 5G is [ ]” campaign, and it’s the first story. She has been a lifelong Haenyo, a woman diver. To her sea was home, shelter, and treasure but she cannot dive anymore because of her age. 5G technology presents her lost world. We devised a bus which can show the excellence and benefit our 5G technology. The bus shows real-time scenery of Shin-Chang underwater, Jeju island. The underwater scenery, as vivid as divers’ view, is transmitted using 4K high-quality video of 5G technology. The old woman finally meets underwater world that she has missed. It’s so real that she is deeply moved. Her rejoice is shown more touchingly through her frank, artless look and Jeju island dialect.