Thinking Outside the Circle
Winner of New York Festivals 2017
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Creative ideas can originate from literally everything, depending on the creator’s attitude. When making an advertisement, inspiration can come from other advertisements, one’s experience or thoughts, or other people. For Kim Dong-hoon (Department of Educational Technology, 4th year), the winner of New York Festivals 2017, however, it comes from his dissatisfaction about the society. New York Festivals is one of the most well-known international award competitions for the world’s best works. Winning two Third Prizes in the New York Festivals 2017, Kim has taken a step closer to his dream.
Different perspective, different approach
Kim’s works by the name of ‘Cover by Artist’ and ‘Missing Models’ each received a Third Prize in the competition. ‘Cover by Artist’ is an advertisement idea proposed to the most popular digital music service in the United States Spotify, which puts the stage performance video of an artist on the space on the screen where there originally lies the cover album of the music to further promote the artist’s work. “If you use a music streaming service, the cover album takes up most of the space of your screen. I personally enjoy listening to live concert music and I suddenly thought if I could turn the idle space into a room for performance videos, this could be a means of advertising while making the service more enjoyable.”
His other work ‘Missing Models’ is an idea derived from the hopes of helping to find missing children. In a poster, there are hundreds of faces of missing children clustered together. That makes it hard for people to take a close look at each one, which got Kim thinking. Kim thought about instances where people take a close look at the figure and came up with home shopping. He applied the concept to WooCommerce, a customizable e-commerce platform for building online business and inserted the missing children’s face as the models’ face in the home shopping sites. In this way, the faces of the children could be better recognized.
From problem to idea
“When I look at advertisements, there are a lot of things that I don’t like about. In general, I see a lot of factors in this society that could be improved. What I do in that situation is that I take note of them and try to solve them in my own way, through making creative advertisements.” This is how his two award winning advertisement ideas came into being. Kim sees every problem as a potential idea for his work and use them as a source of ideas. “I don’t have a particular source of inspiration every time I make an advertisement. My daily life and every aspect of it could be my inspiration that gives me ideas.”
Kim first got interested in making advertisements after watching one in one of his classes. “It was a chocolate advertisement and it was the first time in my life that I felt like I wanted chocolate just by watching an advertisement. I was amazed by how a short advertisement could convince people to change their minds.”
As an Educational Technology major, Kim knows how to think from a learner’s perspective. This helped him to consider what the audience would want from an advertisement, enabling him to produce a more effective result. After making ads, being aware that random moments could inspire him, Kim became more attentive to little details of his life.
Jeon Chae-yun firstname.lastname@example.org
Photos by Kim Youn-soo
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