KIM EUN YOU director
‘“BRANDING COMMERCIAL, THE COLORFUL ARTISTIC PERSPECTIVE OF DIRECTOR EUN YOU KIM.”‘
Director Eun You Kim, also known as the Tim Burton of Korea, is famous for her trendy and chic style of films. She has recently started another project with Medical Round, a company of experts in hospital advertising films. Director Eun You Kim has made herself known within Youtube, with the LG U+ advertisement, starring EXID.
For her recent project, director Eun You Kim of Twelve Rounds productions has collaborated with Medical Round, an advertising company with an expertise in hospital advertising, to plan and produce a commercial film together.
To maximize the advantages of a branding film, which is the ability to gentrify the brand value, director Eun You Kim decided to ignore the “Rule of thumb” of advertising plastic surgery and take a rather unique route.
Rather than promoting a standardized beauty of plastic surgeons, she wanted to emphasize the unique beauty in each person. To visualize this idea, she sprayed buckets of paint with various colors on a mono-toned picture, to express the unique “color” of each person.
The number of Koreans receiving cosmetic surgery has been annually increasing, with a record of 650 thousand cases by 2011, according to the National Cosmetic Surgeons Association. the medical technology for the cosmetic surgery has developed to a world-class level.
One Medical Round personnel has stated, “The market for cosmetic surgery has been growing exponentially, with the support of Hallyu wave, to the point of emergence of Korean medical tours. Which indicates that advertisements for hospitals has also become very important.”
Medical Round produces the advertisements in a way that attracts the customers, but refraining from excessive promotion.
For example, most advertisements promoting cosmetic surgery displays a before-and-after example. The effect of the surgery is emphasized, but most customers tend to be uncomfortable due to the over-advertisements.
Medical Round has also stated, “The era of emphasizing simple testimonials and facilities has past. Now even the advertisements for hospitals must take a step forward and embrace the artistic aspect of commercials.”
The hospital commercial that was produced by combining the artistic perspective of director Eun You Kim of Twelve Rounds Productions and the brand image promoted by Medical Round. The commercial will first launch in Samseong Station, on 21st.