The creative, developed by LG Ad, is spearheaded by a newly-designed visual symbol in the form of an artistic square divided into two distinct colours - which represents the harmonious coexistence of traditional and modern elements - while the empty middle section is intended to represent a window that visitors can fill with their own experiences.
“For the young Japanese and Chinese who will make up the overwhelming majority of tourists coming here in the near-future for summer and winter tourism, and for young Koreans themselves, Korea is fun, superficial, let’s-take-pictures-with-our-cell-phones, and fall over in the snow. Sparkling fits that,” said one source.
But others were not so complimentary.
“Korea, Sparkling’ is in itself rather lame, more suited to a mineral water or beverage rather than a country’s brand.”
“It has provided the Korean expat marketing fraternity with free entertainment and is a great example of how to get it wrong.”
