Google kreate films

Client
Google Korea

Agency
Dmajor Korea, Seoul

My role
Digital Creative Director

Project description

In South Korea the digital landscape is dominated by local tech companies like Kakao/Daum (mobile) or Naver (search). Even though Google is well-known as a brand it does not play an important role in the daily life of Koreans. To change this we launched the kreate campaign. A grassroots branding campaign for young Koreans from 16-25 to give them a culturally relevant brand connection. We choose YouTube, the perfect Google product to start communication and create a perception shift.
YouTube is the No.1 video platform in Korea but isn’t associated with Google.

We created an anthem launch film and a series of 36 films with Korea’s top YouTube influencer. The kreate films (kr- Korea) address the social issue of starting to express themselves creatively outside the accepted career paths. Our influencer’s task was to demonstrate and motivate young Koreans that they could be successful by being creative and following their passion. The message to the target was, that Google understands you and offers you the perfect platforms to express yourself.