SUPER AIR DOWN DRONE ATTACK

Bronze Spike

Demo Film

Presentation Image

TitleSUPER AIR DOWN DRONE ATTACK
BrandYOUNGONE OUTDOOR CORP / THE NORTH FACE
Product / ServiceSUPER AIR DOWN JACKET
CategoryE05. Interactive Outdoor Experiences
EntrantINNORED Seoul, SOUTH KOREA
Idea Creation INNORED Seoul, SOUTH KOREA
Media Placement INNORED Seoul, SOUTH KOREA
Production SPACE MONSTER CONTENTS Seoul, SOUTH KOREA

Credits

Name Company Position
ALL INNORED ASSOCIATES INNORED CREATORS
YK KIM Space Monster Contents Production Director
Jungjun Moon Space Monster Contents Production Executive Producer
Kyung Geun Lee Space Monster Contents Production Producer
Seung Min Park Space Monster Contents Production Assistant Director
Mi Ji Joo Space Monster Contents Production Assistant Director
Jongkwan Kim Space Monster Contents Production Director Of Photography
Yeri Min Space Monster Contents Production Art Director

Write a short summary of what happens in the ambient or digital execution or campaign.

A group of drones flew over the sky at Han River, Seoul. Each drone carried a Super Air Down jacket, showing how light the jacket is. The drones flew closer to people, who were enjoying their afternoon at the Han River, as if they were daring them to catch them. When the people noticed the Super Air Downs flying above their heads, they ran and jumped, trying their best to catch them. When they successfully caught the jackets, they got them for free.

Cultural/Context information for the jury

The Long down has settled down in Korea as a must-have fashion item for winter. Even 2018 Pyeong Chang Winter Olympics marked it as Korea’s winter ‘Mega-Hit’ fashion trend. However, consumers expressed discomfort for its heavy weight. Therefore, The North Face created 'Super Air Down,' which is thermal yet light, and launched the campaign that delivers the concept of 'lightness' of the Super Air Down that weighs less than 1kg.

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