Hanwha Life Brand Campaign - Role: Senior Art Director
THE CHALLENGE
Hanwha Life Vietnam is dedicated to promoting a “positive lifenergy”, inspiring people to embrace the brighter side of their life journey, while increasing our footprint in Vietnam.
However, despite being the oldest life insurance company in Korea, Hanwha was not gaining enough awareness in the Vietnam market.
One of the reasons is their Korean name.
“Ha-hua? Ha-hoa? Ha-what?”
THE IDEA
Yet, we found a solution in Vietnamese.
“Hân Hoan”, is a Vietnamese term meaning "joyfully welcome everything in life”.
It has similar pronunciation to Hanwha, and embodies the “positive lifenergy” we want to offer to our audience at their life crossroads.
Introducing “Luôn Hân Hoan với Hanwha!”, meaning “Joyfully welcome anything in life, with Hanwha!”.
HERO ASSET: LUÔN HÂN HOAN MUSIC VIDEO
We launched a Music Video with a signature jingle of trending K-pop styles, with the storylines crafted in the style of K-dramas.
SERIES OF KEY VISUAL
Sketch layout:
Final:
DANCE CHALLENGE
To maximize impact, we followed up with a fun social dance challenge to infuse the campaign spirit.
OTHER SPREADING OUT ACTIVITIES
On social media, we continued to sread out the Luôn Hân Hoan spirit with a series of contextual posts and video spin-offs.
Beside, to enhance the authenticity, we partnered with influencers who are actually going through relevant life milestones, and adopted content formats inspired by K-entertainment, such as YouTube video reactions.
Campaign Results
