SUB CATEGORY :

ANIMATION (IN-CAMERA OR DIGITAL)

COMPANY ENTERING :

HS AD, SEOUL

TITLE :

ADVENTURE OF BAEDAL MINJOK – DELIVERY OF THE RESTAURANT FOOD

BRAND :

BAEDAL MINJOK

ADVERTISER :

WOOWA BROTHERS CORP.

AGENCY :

HS AD, SEOUL

CHIEF CREATIVE OFFICER :

HWANG BO HYUN

EXECUTIVE CREATIVE DIRECTOR :

BHANG EUN HA

COPYWRITER :

HUH SOO JIN/YOU JEE YOUNG/LEE SOL

ART DIRECTOR :

JUNG KIL HONG/LEE DONG SEOK/KIM JI WON/KIM EUNSEON

ACCOUNT EXECUTIVE :

SON YOUNG JUN/BAE SANGHYUN/SONG JI HOON

MEDIA AGENCY :

HS AD, SEOUL

FILM PRODUCTION COMPANY :

ADDICT FILMS, SEOUL/COMMA STUDIO, SEOUL

DIRECTOR :

JOHN S.PARK

STOP-MOTION DIRECTOR :

JONG PYO YANG

ASSISTANT DIRECTOR :

SUNG AN YOU

CINEMATOGRAPHER :

SUNG HO JEOUN/SANG HO HONG

GAFFER :

HONG SU KIM

KEY GRIP :

NAM KWON

PRODUCTION DESIGNER :

SU YEON TAE

EXECUTIVE PRODUCER :

NAM HYUNG KIM

POST-PRODUCTION COMPANY :

FIRE WORKS, SEOUL

EDITOR :

SAE WON OH

SPECIAL EFFECTS COMPANY :

LOCUS, SEOUL/DEMOLITION, SEOUL/KMFX SPECIAL EFFECTS, SEOUL

VFX SUPERVISOR :

HO SUK JANG/HEE KYOUNG LEE/DAE HO JUNG

2D SUPERVISOR :

SANG HOON JUNG

SOUND PRODUCTION COMPANY :

GORILLA SOUND, SEOUL

MUSIC DIRECTOR :

BAN SEOK LEE

RECORDING SUPERVISOR :

IL HO JEON

ENGLISH SYNOPSIS :

BAEDAL MINJOK LAUNCHED A NEW CAMPAIGN AFTER 2 YEARS OF BREAK, MAINLY BECAUSE OF THEIR APP UPDATE. IT WAS NOT MERELY
A TECHNICAL UPDATE BUT AN ATTEMPT TO CHANGE PEOPLE’S PERCEPTIONS TOWARD THE DELIVERY CULTURE. INNOVATIVE IDEA WAS DESPERATELY NEEDED TO EVOKE ‘BAEMIN SYNDROME’ AND CHANGE THE DELIVERY CULTURE WHILE BREAKING BARRIERS BETWEEN DELIVERY FOOD AND RESTAURANT FOOD ‘LET’S GIVE PERSONALITY, FAMILY AND HISTORY TO THE CHARACTER! (NAMED BAEDAL JR.)’ THE IDEA WAS TO BRING THE CHARACTER TO LIFE. WE DECIDED TO ANIMATE THE STORY OF BAEDAL JR. WHO DEVELOPED A NEW DELIVERY SERVICE AFTER HIS FAMILY. ‘BAEDAL JR.’ WAS ALREADY MADE WITH REAL SOAP AND APPEARED IN VARIOUS MARKETING, HOWEVER EXPRESSING THE SOAP TEXTURE ON SCREEN WAS CHALLENGING. WE DECIDED TO CREATE
A STOP MOTION FILM BY MOVING THE MINIATURE, SINCE 3D WORKS WITH CG HAD LIMITED TEXTURE. FILMING JUST 3 CUTS TOOK A WHOLE DAY.

ENGLISH CONTEXT EXPLANATION :

KOREA HAS BEEN A HOMOGENEOUS COUNTRY FOR LONG AND PEOPLE PERCEIVE THE WORD ‘BAEDAL MINJOK’ (NATION OF DELIVERY)
AS AN INDEPENDENT NOUN. AFTER SUCCESSFULLY RANKING FIRST IN THE MARKET, THE ‘BAEDAL MINJOK’ SEEKS SERVICE EXTENSION. DELIVERING THE NON-DELIVERABLE FOOD WAS OUR CAMPAIGN MISSION. WITH THE SUCCESS OF THE FIRST CAMPAIGN, BAEDAL MINJOK CONTINUES WRITING COPY THAT CONTAINS ETHNICAL CONTEXT. WE FIRST LAUNCHED A PREQUEL THAT TELLS US FOODS EVEN WITH DIFFERENT NATIONALITY AND BACKGROUNDS CAN ALL BE PART OF OUR NATION, AND MADE EACH MENU AS AN INDEPENDENT PIECE. WE CONTINUED WITH THE MESSAGE ‘~HAVE NOW BEEN PART OF THE NATION OF DELIVERY’ AND FOCUSED ON EXPANDING THE SERVICE WHILE MAINTAINING THE BRAND IDENTITY. BAEDAL MINJOK IS A BRAND THAT PREFERS SUBCULTURE, AND THEY CONTINUE ON PROMOTING BRAND-RELATED ITEMS AND FONTS. CHALLENGEABLE, PASSIONATE BUT UNREFINED YOUNG CEO (ALSO A USER) IS THE TONE OF VOICE THAT REPRESENTS THE BRAND.