Title | THE REAL STEPMOM STORY |
Brand | GS CALTEX |
Product / Service | CORPORATE IMAGE |
Category | B11. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | ADQUA 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 |
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 |
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”.
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.