KOREA 5G DAY

TitleKOREA 5G DAY
BrandSK TELECOM
Product / Service5G NETWORK
CategoryA09. Consumer Services / Business to Business
EntrantLG INNOTEK Seoul, SOUTH KOREA
Idea Creation LG INNOTEK Seoul, SOUTH KOREA
Idea Creation 2 YOUVEGOTPICTURES Seoul, SOUTH KOREA
Production YOUVEGOTPICTURES Seoul, SOUTH KOREA

Credits

Name Company Position
Keejoo Lee SM C&C Business Director
Saeram Zeong SM C&C Senior Manager
Seung Jun Lee SM C&C Creative Director
Gayoung Park SM C&C Account Manager
Junghyun Keum Youvegotpictures Direct
Yongseok Jang Youvegotpictures Direct
Gahyun Lee Youvegotpictures Direct
Yeseul Lee Youvegotpictures Product
Christoper Lee Youvegotpictures Product
Yeryeong Jo youvegotpictures Product
Minsu Kim youvegotpictures Product
Sungik Cho youvegotpictures Product
Jungyong Choi youvegotpictures Product
Jaeseong Jang youvegotpictures Product
Younghoon Park youvegotpictures Product
Jiwon Kim youvegotpictures Product
Donghyuk Bang youvegotpictures Product
Okgwon Bae youvegotpictures Product
Dahun Yu youvegotpictures Post
Sura Jang youvegotpictures Post
Sumin Choi youvegotpictures Post
Youlim Yang youvegotpictures Post
Taegyun Choi youvegotpictures Post
Yongjin Lim Stone Sound works Post
Yiseul An Stone Sound works Post
Anjin Shin Stone Sound Works Post

Why is this work relevant for Brand Experience & Activation ?

The meaning of this performance was the world's first remote performance using 5G. It was to realize realistic content that could symbolize the newly opened 5G era. SK telecom presented a new possibility of how 5G meets culture and art, changing our daily lives, enabling anyone to become a performer at any place and perform together in real time with the world.

Background

Everyone knows that 5G networks have become commercially available, but they lack a concrete understanding of how our lives will change. And with the recent development of one-person media, it is becoming a daily trend to show the world the artistic abilities that everyone has. With this in mind, if we could show that we could develop a new era of culture and art through 5G network, we could experience the development of technology that is much closer to life.

Describe the creative idea (20% of vote)

To prepare for an unprecedented remote performance, we selected three cities with a total distance of 800 km and prepared for Korean Traditional Music, Orchestra, and street dance performances. The combination of Korean and Western music was performed on the screen, and a B-boy dance performance was performed on stage, and at the climax of the performance, the screen was split behind, which surprised the audience that the performance was an outside space rather than on stage. When the scene and the dramatic presentation are the key elements to impress the audience in the performance, I would like to suggest the possibility that if it is connected to 5G network in distant cities, it can be as impressive as the performance in one venue.

Describe the strategy (20% of vote)

A concert to celebrate the world's first 5G commercialization was held, and various public members from elementary to middle and high school students to college students were invited as well as the government vip related to Korea's information and communication. Since it was a closed performance rather than an open performance for everyone, and the live broadcast was impossible, only the audience invited to the scene was targeted. In order to maximize dramatic production as an off-line performance event, the lion mask dance performer in the video jumped out onto the stage and amplified the audience's enjoyment when the stage split. The performance in the video and the performance on the stage created an impression, and the moment that informed the audience that the performance in the video was 800km away from Seoul became the wow point.

Describe the execution (30% of vote)

In early March that we began preparing for remote performances using 5G network technology. We started with arrangement the traditional Korean Arirang music in harmony between Orchestra and Korean traditional music. In order for the networks in the three regions to be connected without a gap of just one second, the best 5G experts in Korea prepared and checked the system for three weeks. It took about 2 weeks setting up the sound and video system. It took two days for directing and network rehearsals so that the sound and video shots from the two cities were played exactly at the same time on the stage. On the day of the performance, in order to operate the network continuously and reliably, the system was checked when more than seven top 5G network experts in each region resided in each region.

List the results (30% of vote)

This performance was intended for internal invitees with no external relay. Audiences at the venue were unaware that the performances were played from a distance, and were surprised to learn later in the show, and realized that 5G network technology enabled remote performance without delay. Also based on this performance, SK telecom performed a new, more extended live orchestra last July. To commemorate the 100th anniversary of the independence the provisional government, 100 national representatives sang along with the ensemble from seven major independence movements outside of Korea. This performance is the demonstration that the largest number of participants participated in the live online linked performance so far. With the development of one-person media, SK telecom and this live show has introduced the new era in which a mobile phone can be used playing together with anyone in the world.