Although the number of families based on remarriages has increased by 20% in South Korea as of 2019, people are still biased against ‘stepmothers’.
GS Caltex has been continuing to spread positive energy throughout the world based on its slogan, “I am Your Energy” and AdQUA interactive Seoul focused on ‘fairy tales’ that people access to during their youth as one of the reasons that cause such bias and decided to deliver fairy tales featuring the real story of stepmothers without biased perspectives to children.
3 episodes of ‘Kind Thoughts Fairy Tale’ were produced based on the real story of stepmothers in Korean society and the campaign film showed how the fairy tale changed what children think. The campaign was much more heart-moving because it was not only based on true stories but also produced utilizing voice recordings by the heroines of the stories.
In addition, they proactively leveraged the changed consumption behavior in the digital era in terms of producing and distributing the fairy tales. We not only produced animated fairy tales for YouTube but also distributed the fairy tales at on-line fairy tale platform “IWING” and at voice fairy tale channel on Naver, Korea’s no.1 portal site. The Kind Thoughts Fairy Tale will be consistently exposed to the platforms for the children to grow in the world without bias.
AdQUA has previously worked with GS Caltex in 2017 for “Kind Words Ringback Tone”, the campaign that built emotional bonding around the human rights of emotional laborers and improved the working environment of call center employees. With this campaign, we have won 30 awards throughout 12 domestic and international awards including Korea Advertising Awards, New York Festivals, Cannes Lions, and Clio Awards. 20 businesses and organizations in Korea are still using the ringback tone produced during the campaign.
Executive Creative Director: Charles Chun
Creative Director: Hyunkyoon Kim
Copywriter: Dasom Lee, Eunji Jung, Namhun Kim
Producer: Byeongchan Lee
Account Executive: Junyoung Lee, Heejae Yoon, Injoo Lee
Designer: Jaegoo Yeo, Hyeonmin Jeong