Park Bo-gum's ad, an emotional branding project that introduces Korea to the world.

1. Planning Intent and Concept "An emotional branding project to promote Korea to the world." This campaign, hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, aims to convey Korea's charms to global tourists. Featuring actor Park Bo-gum, the short film format beautifully captures Korea's natural beauty, culture, history, and modern charm. Emotional Storytelling: This project goes beyond simple informational tourism promotion to a cinematic, emotionally engaging narrative that resonates with audiences. Park Bo-gum's Narration: His soft, warm voice conveys Korea's beauty through the eyes of visiting tourists. Use of Symbolic Imagery: Traditional hanoks, the Seoul skyline, the Han River sunset, and Korean food create a powerful visual appeal. This project goes beyond simple tourism promotion and is part of a branding strategy to establish Korea as a "country you want to visit." 2. Visual and Content Composition o...

Cha Eun-woo wears a North Face lightweight padding in a Korean commercial.



Campaign Key Message


-"Hybrid of the Peak" represents the duality of simultaneously aiming for the pinnacle of performance and everyday standards.

-The single piece showcases versatility across urban and natural settings, lightweight yet warm, and mobility through concise scene transitions.

Significance of Casting Cha Eun-woo (Branding Perspective)


Symbolism of Refreshing, Clean, and Trustworthy: The uncluttered visuals and stable appeal reinforce the product's "light and reliable" image.

Embodiment of Hybrid Lifestyle: The piece effortlessly blends both a pictorial-like urban look and a functional outdoor vibe, compellingly demonstrating boundless usability.

Lightweight Performance: The weightlessness is matched by a lively performance: The lightweight feel and mobility are conveyed through rhythmic movements and facial expressions, without exaggerated action, making the message highly effective even in short-form settings. Screen/Production Points

Spatial Transition: Alternating between urban settings (stairs, streets, rooftops) and natural settings (outdoors where the wind and light can be felt), the piece hints at the "expandability of a single garment."

Tactile Visualization: Hands closing the jacket, the slightly fluttering hem, and the feel of the material rustling in the wind indirectly evoke a sense of lightweight and windproofness.

Sound Tone: The minimal beat contrasts with the sounds of breathing and wind to create an image of "quietly strong warmth." (Editing may vary by version.)

Product Points (Understanding Hybrid Lightweight Padding)


Lightweight Insulation: The lightweight padding design is key, minimizing bulk while maintaining perceived warmth.

Hybrid Paneling: The material mix, including stretch/ventilation for areas of movement like the underarms and sides, and enhanced insulation for the torso, ensures both mobility and warmth.

Windproof/Water-Repellent: The piece aims for everyday and light outdoor performance, capable of withstanding sudden winds and light rain. 

Layering Friendly: The fit and thickness are optimized for layering as a standalone outerwear during the transitional seasons and as an inner layer under a coat or parka during cold spells.

Portability: Lightweight, making it easy to move around and travel.

Cha Eun-woo's Styling Code (Easy-to-Follow)


City: Minimal athleisure with a monochromatic hoodie or knit paired with slacks or joggers. Sneakers and Chelsea boots work well together.

Outdoor: Instantly transition into a trail mood with tech pants and hiking shoes. Complement the seasonal vibe with a beanie or cap.

Color Sensitivity: Neutral colors like black and charcoal exude sophistication, while accent colors emphasize sportiness.

Consumer Insights (Why It's So Persuasive)


Precisely targets the need to "cover multiple situations with the same outfit all day long."
The lightweight, slim silhouette addresses the perceived burden of "heavy, bulky padding."
The model's likability and realistic visuals encourage purchase imagination ("I could wear that too").

Implications of Copy/Tone & Manner


By repeating short, clear keywords (lightness, warmth, transition, hybrid), we prioritize short-form and mobile environments.
By emphasizing efficiency and trust rather than showiness, we establish a strong public consensus.

Marketer Implications


Model-Product UAP (Unique Audience Perception) Alignment: Cha Eun-woo's "clean, cheerful" amplifies the lightweight and hybrid USP.

Transitional Narrative Structure: An effective structure uses repeated spatial and activity transitions as cut phrases to reinforce usability messages.

Asset Modularization: Optimize performance across channels by expanding into 6–10-second versions (lightness/warmth), 15-second versions (transition/activity), and 30-second versions (brand story).

Sound Strategy: Instead of overly crowded music, use minimal beats and ambient sounds to create "sound space" to simultaneously convey a sense of luxury and functionality. 

Purchase Checkpoints


Usage: If you commute frequently or move around indoors and outdoors, choose your regular size. If you plan to layer with a thick inner layer, consider choosing a half size larger.

Wearing Environment: If you're frequently exposed to wind, check for windproofing. If it rains frequently, check for water-repellent treatment (special spray).

Care: Wash and dry at low temperatures recommended. Avoid drying at high temperatures to maintain the jacket's longevity and water-repellent properties.

Summary: This Bouvet Jacket ad, featuring Cha Eun-woo's stylish and effortless movements, is a campaign that clearly emphasizes the hybrid value of the jacket, freely transitioning between the city and the outdoors—lightweight yet warm, and practical for all-day wear.