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...

McDonald's x WOODZ Ad—Little Hidden Humors in a Single Line of Song


1. The Power of Rhythmic Directing

Woodz's exaggerated pronunciation and simple gestures create a format that's easy for anyone to emulate. This simplicity is a key element that encourages participation and allows consumers to directly participate in the parody. Behind-the-scenes footage revealed several NGs due to the sound and weight of the food, but these natural moments seemed like intentional comedic timing through editing.

2. The Coincidence of Editing: Mistakes Sometimes Become Opportunities

The subtle exaggerations created by repeated cuts were reinterpreted by fans as "intentional charm." This is a prime example of how small coincidences in editing can actually amplify consumer reactions.

3. The Human Touch Created by Making-of

The scene where Woodz shares a Big Mac with the staff during a break in filming significantly reduced the distance between the star and the staff. Even the simple act of wiping a sauce-stained finger with his tongue felt "real" to fans, generating a high level of empathy and scalability.

4. Social Media Parody and Scalability

The simplicity of the chorus and gestures led to various social media challenges. With unpredictable variations like perfectly synchronized parodies and cat videos, the ad expanded beyond mere commercials and into cultural content.

5. Marketing Insight: Designing Short-Form Videos

Easy-to-follow motion in a short amount of time, leveraging the unpredictability of editing, and authentic storytelling that connects to the making of the video—these are the three key success factors of this campaign.

Conclusion and CTA

The collaboration between Woods and McDonald's is a prime example of going beyond mere product advertising to spark fan engagement and generate brand conversation.

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