THE REAL STEPMOM STORY

TitleTHE REAL STEPMOM STORY
BrandGS CALTEX
Product / ServiceCORPORATE IMAGE
CategoryB11. Corporate Social Responsibility (CSR) / Corporate Image
EntrantADQUA INTERACTIVE Seoul, SOUTH KOREA
Idea Creation ADQUA INTERACTIVE Seoul, SOUTH KOREA
Idea Creation 2 GS CALTEX CORP. Seoul, SOUTH KOREA
Media Placement NEXT MEDIA GROUP Seoul, SOUTH KOREA
Media Placement 2 NX MEDIA South, SOUTH KOREA
Media Placement 3 DINGO Seoul, SOUTH KOREA
Production OASIS Seoul, SOUTH KOREA
Production 2 UNFRAME Seoul, SOUTH KOREA

Credits

Name Company Position
Hunchul Chun AdQUA interactive CEO, ECD
Hyunkyoon Kim AdQUA interactive Creative Director
Eunji Jeong AdQUA interactive Copywriter
Dasom Lee AdQUA interactive Copywriter
Namhun Kim AdQUA interactive Copywriter
Olivia Sangjee Park AdQUA interactive Copywriter
Byeongchan Lee AdQUA interactive Account Director
Junyoung Lee AdQUA interactive Account Director
Huijae Yoon AdQUA interactive Account Manager
Injoo Lee AdQUA interactive Account Executive
Jaegu Yeo AdQUA interactive Design Director
Jinyeong Lee AdQUA interactive Design Director
Hyeonmin Jeong AdQUA interactive Designer
Jinwon Jeong AdQUA interactive Designer
Daehui Kim AdQUA interactive Designer
Jung Han Kwon OASIS Director
Seo Hee Kang OASIS Executive Producer
Munju Jeong OASIS Assistant Director
Hyeongyeon Kim OASIS Director Of Photography
Yeongsu Lim OASIS Lighting Director
Jong Han Lim UNFRAME Editor
Ah Young Kim UNFRAME Flame Artist
Yujeong Kim UNFRAME Flame Artist
Sung Lae Hong UNFRAME Sound Designer
Wonseok Ko LUCID COLOUR Colorlist

Write a short summary of what happens in the film

Images of ‘bad stepmoms’ in traditional fairytales are shown. We then question, “What do you think, when you see the word ‘Stepmom’” and subsequently children respond with their thoughts. They symbolize stepmoms as someone that is abusive & mean. We then show real stepmoms whom have participated in our campaign to share their thoughts on “Is traditional fairytales building on stepmom prejudice and whether it is right?”. The film follows on how we created new fairytales based on real stories of real stepmoms. We then show real stepmoms emphasizing their needs on that “Despite there are few bad moms as depicted in fairytales there are stepmoms who are very normal and fond of their family & new child”. We then see, children whom have seen the new fairytales sharing their new perception of stepmoms. We end with our campaign message “Resolving prejudice can change the world”.

Cultural/Context information for the jury

Number of stepfamilies have grown throughout the last 30 years to become 20% of entire households. However due to negative perception of divorce and remarriage, people are reluctant to reveal this fact and are afraid that this fact may become known to others. In result, step parents are known but largely unseen to 80% of people in Korean society. Also stepmoms are negatively depicted in Korean traditional fairytales likewise shown in Cinderella and Snow White. This prejudice built at a young age is strengthened through K-drama that commonly show stepmoms as bad.

Links

Video URL