| Title | The Scent of Northtalgia |
| Agency | BBDO Korea |
| Campaign | The Scent of Northtalgia |
| Advertiser | Ministry of Unification |
| Brand | Ministry of Unification |
| Posted | April 2018 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Cultural Context Explanation : As Jung-eun Kim The Supreme Leader Of North Korea And Trump Repeat Tensions Over The Recent Korean Circumstances, There Are People Spending Days With Sigh. After The Division Of Korea, There Are 60,000 Separated Family Members Living In The South And 81 Years Old On Average. Our Campaign Is Innovative In Its Use Of Smell - The Strongest Sense Of Recall(Proust Phenomenon) – And It Contains A Story That Will Refresh The Memories Of Divided Families In Perfume’s Product Design. In Addition, We Used The Characteristic Of Korean Homonym Word ‘hyangsu’ To Effectively Communicate The Purpose Of The Campaign. The Concept Of ‘nostalgia’ And ‘perfume’ Was Expressed With The Same Pronunciation, ‘hyangsu’. So, It Increased The Attention Of The Campaign. The Pictures Of The Perfume Uploaded On Sns Have Become An Advertising Tool To Tell The Story By Itself, Producing Voluntary Viral Contents Without Using A Paid Media. Background Overview : The Primary Goal Of The Campaign Was To Find A Way To Meet The Hometown Of An Average 81-year-old Divided Family Members Before They Pass Away. We Wanted Family Members, Who Has Deepening But Gradually Fading Memories To Remember Their Hometown Easier. The Second Goal Was To Make The Reality And Pain Of Divided Families More Empathetic And Shared Through [the Scent Of Northtalgia] Campaign. Perfume Can Be Easily Sprinkled To Smell And Many People Can Experience It Simultaneously As It Is Diffused. We Created Perfume By Listening The Stories Of 1,569 Families From Five Regions Which Representing North Korea, Designed A Perfume Label With 5 Stories. People Can Naturally Understand And Sympathize With Their Longing With Reading The Label And Wearing The Perfume. When People Read The Label And Wear The Perfume, They Naturally Understand And Sympathize With Their Longing Because The Perfume Design Itself Has A Story. For Divided Families, Unification Perfumes Were A Warm Consolation For Recalling Their Hometowns. Citizens, Who Had A Distant View Of Reunification Formed A Sympathy On Divided Families. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Mihee Yoon |
| Executive Creative Director | Mihee Yoon |
| Creative Director | Mihee Yoon |
| Copywriter | Mihee Yoon |
| Copywriter | Jiyeon Kim |
| Art Director | Suil Hwang |
| Art Director | Soyun Kim |
| Account Manager | Sukyung Yook |
| Account Executive | Koeun Lee |
| Account Executive | Dayoung Kang |
| Perfumer | Sungmin Lee |
| Copy Assistant | Yaeji Park |
| Film Production Company | Winktable, Seoul |
| Director | Choonghwan Yu |
| Assistant Director | Kirac Kim |
| Cinematographer | Teawon Bea |
| Cinematographer | Youngbum Kim |
| Gaffer | Gyuyoung Jo |
| Gaffer | Donghyug Kim |
| Grip | Daerip Kim |
| Film Producer | Hankyung An |
| Film Producer | Sangjun Park |
| Music | Myoungjae Koh |
| Post-production Company | Winktable, Seoul |
| Editor | Kyungbok Kim |
| Colorist | Kyunil Park |
| Flame Artist | Yearin Min |