Reclaiming the Smile, 247 Clinic
A HOSPITAL THAT HEALS THE EMOTIONAL SCARS CAUSED BY LOOKISM
Healing is a word most relevant to hospitals. Is plastic surgery only about pursuing the standard of beauty? In modern days, many people suffer from insecurity and lack of confidence due to appearances. Improving one’s appearances is no longer considered a superficial luxury, but a way to retrieve confidence and emotional scars.
EMOTIONAL SCARS REPRESENTED BY HATE COMMENTS
Anonymous hate comments about appearances is leaves sever emotional scars on a person. The hate comments appearing on the screen is only a tip of the iceberg of what numerous people with insecurity over appearance have had to suffer through.
Round Point 1 HATE COMMENTS DISAPPEARING WITH THE CONDUCTOR’S MOTIONS
The woman is surrounded with hate comments about her appearances, and she is feeling depressed. It is rather painful to watch the woman suffering from insecurity. Then a conductor suddenly appears with a wave of classical music. The orchestra is playing its music, and the conductor is waving his hand. With his movements, hate comments start to disappear one by one. With a grand finale of the orchestra, all the hate comments are shattered. The woman reclaims her smile with confidence. And the story will continue.
Round Point 2 A COMMERCIAL SPARKING THE INTEREST OF VIEWERS WITH NEW AND CREATIVE IDEAS
The classic commercial of plastic surgery, where it compares a less attractive woman and a woman with a standardized beauty, has become a chliche. Twelve Rounds decided to create a new and creative method to present the message. The unique idea of vanishing words along the music, and overall impact of the commercial sparks the interest of the viewers.
CREATIVE DIRECTOR: EUNYOU KIM
ART DIRECTOR: BADIHAKI
COPYWRITER: EUNYOU KIM
ASSISTANT DIRECTOR: BOKYOUNG SEO
ART TEAM: HONGBI CHOE
VIDEO PRODUCTION: 12ROUNDS
ADVERTISING BUSINESS: 12ROUNDS