Campaign Overview and Impressions
Woori Financial Group's recently released campaign video, "What Kind of Nation Will We Be in 2026?", garnered attention as an emotional campaign that goes beyond simple financial advertising and poses social questions. The decision to cast IU as the face of the cast appears to be a strategic move, extending the authenticity and resonance of the message beyond mere star power. This article details the brand's core message, the video's production concept, sound design, location selection, costume and styling details, and behind-the-scenes footage from the filming set.
Brand Message
Why did it start with a "question"?
Woori Financial Group's campaign unfolds by featuring a question-based copy that encourages viewers to think for themselves. The phrase, "What Kind of Nation Will We Be in 2026?" evokes a sense of solidarity and responsibility for the future among consumers, suggesting that financial companies can become partners in shaping the future of their communities, rather than simply being transaction partners. Furthermore, this question-based approach doesn't force a right answer; instead, it invites consumers into a collaborative process of finding answers with the brand. This philosophy is beneficial for building long-term brand trust, and when combined with emotional storytelling, it has a powerful effect in spreading empathy.
Concept and Visual Direction
Empathy Begins in Small Things. The concept is "Change Begins in Small Things." The screen composition avoids exaggerated directing and is structured to pose big questions through small, everyday scenes. Scenes such as alleyways, cafes, park benches, and conversations at dinner tables naturally invite viewers to reflect on their own lives. Warm pastel colors and a soft filter create a cozy atmosphere, and the camera work delicately captures details like facial expressions and hand gestures, encouraging empathy. This directing enhances the authenticity of the message and reduces fatigue even with repeated viewings.
Background Music and Sound Design
Elements that Create Emotional Flow The background music for this commercial is primarily an instrumental track, composed solely of instruments, without vocals. The initial simple piano melody evokes curiosity and reflection, while strings and soft percussion are added layers from the middle to build a hopeful energy. The sound design, which emphasizes spatial reverb and warm analog tones during the mixing stage, seamlessly blends with the visuals. Furthermore, natural sounds (footsteps, wind, and ambient noise) were partially utilized to maintain a sense of realism, while allowing the music to drive the emotional flow of the scenes.
Filming Locations
Locations were chosen based on familiarity and resonance, focusing on spaces that are closely connected to the everyday lives of the audience. Main scenes include cafe interiors with abundant natural light, quiet residential alleys, and grassy park paths. These locations allow viewers to easily connect with their own daily lives, enhancing the message's impact. The filming team coordinated filming times during low-traffic times for local residents and meticulously managed the filming during rehearsals and filming to avoid disrupting pedestrian traffic and daily life. For indoor filming, natural light from large windows was prioritized, and reflectors were used to enhance the characters' gentle image by enhancing skin tones.
Costume and Styling
A Balance of Friendliness and Professionalism: IU's clothing, comprised of modern yet comfortable casual styles, prioritizes friendliness. Pastel-toned knits, wool coats, simple accessories, natural hairstyles, and makeup that expresses translucent skin completed the "professional yet relaxed" image. The styling team pre-coordinated the overall color palette and clothing tones of the video to create a harmonious look. In certain scenes, the texture of the clothing was highlighted in close-up shots, enhancing the viewer's sense of trust and intimacy with both the characters and the brand.
Behind-the-scenes Stories
On set, small coincidences significantly impacted the final result. During an outdoor shoot, a sudden strong wind caused costumes and props to sway. However, the director and styling team adjusted the angles and movements on the spot, resulting in a more natural and vibrant shot. For one emotional scene, the director requested an impromptu reaction, and IU embraced the moment and delivered a genuine performance. Throughout the shoot, IU actively engaged with the staff, creating a relaxed atmosphere on set. This contributed to both the efficiency of the shoot and the high quality of the final product.
Marketing Interpretation and Implications
This campaign successfully balances star casting with emotional storytelling. The question-like copy invites the audience into a conversation, and the emotional connection is strengthened by combining everyday spaces with musical sensibilities. For financial brands to build long-term trust, communication that not only conveys product information but also fosters social value and empathy is crucial. This campaign is a prime example of the practical implementation of such a strategy, and repeated exposure on digital channels and linked campaigns will be effective in increasing brand loyalty.