| Title | WHAL MYUNG SU - REBORN M/V (SHOW ME THE MONEY) |
| Brand | WHAL MYUNG SU / DONG WHA PHARM |
| Product / Service | WHAL MYUNG SU |
| Category | A11. Excellence in Brand / Music Sponsorship or Partnership |
| Entrant | CJ E&M Seoul, SOUTH KOREA |
| Idea Creation | CJ E&M Seoul, SOUTH KOREA |
| Media Placement | CJ E&M Seoul, SOUTH KOREA |
| Media Placement 2 | ORICOM Seoul, SOUTH KOREA |
| PR | ORICOM Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Hyekyung Hwang | CJ ENM | Team Leader |
| Hanjin Park | CJ ENM | Creative |
| Kyungmin Bae | CJ ENM | Creative |
| Hyeongsuk Kim | CJ ENM | Creative |
Through collaboration with trending hip-hop survival show <Show me the money>, we created branded song, music video, advertisement and even threw a concert with eliminated rappers in the show, ‘Reviving’ them from death by the name of WHALMYUNGSOO
TV / Online advertisement Released the branded song at all major streaming services Activated the social media of rappers
Change of social perception (Before – ‘Old’ 81%, After – ‘Trendy’ 82.4%) Total online views exceeding 10M Dozens of reaction videos from all around the world Social buzz increased by 161% The music video was included in 2017 Youtube leaderboard as one ot the most engaged commercial videos
Created huge influence to the target through a collaboration campaign with hip-hop culture, leading to the revitalization of a 120-years-old digestive medicine
Instead of showing off its effectiveness, we focused on the emotional value of the product which is 'the ultimate freshness and stress-relief'